A type of task sometimes used in advertising research, as well as other forms of research, whereby participants are asked to connect different words/images with one another, or to simply say/write what comes to mind when prompted with a given word. For example, in a focus group setting, participants may be asked to say what comes to mind when provided with a given brand name or product/service feature. Responses can provide insights that help inform overall brand positioning and specific language used in communications, among other things.