A system and method are described for a computer-based picture association game that can be used to elicit market research data, specifically sentiment and awareness data, from consumers. In a first game mode, each player is given an image and a list of phrases, and tasked with selecting the phrase that best describes the image. Then in a second mode, players are presented with a collection of images, including images assigned to players in the first game mode. They are also shown the phrases selected in the first game mode. Each player then has a limited amount of time to both associate these phrases with the corresponding images, and to assist other players in associating his own image. Points are allocated for correct associations. The phrases selected by players and the guesses players make can be analyzed to reveal opinions and knowledge that players have about products, brands, and people.
Method and apparatus to elicit market research using game play