We put the participants into small groups and showed them a photo-a Swiss landscape of a lake, a mountain, and the country’s distinctive flag with its white plus sign against a red background-accompanied by the question: “What made you fall in love with Switzerland?” We gave participants three minutes to come up with a memorable answer and then had them share their ideas with their groups.
A few years ago, we conducted a research study in which we asked people to help us create an ad campaign for a travel service called VisitSwitzerland.ch (which we’d made up).
