Abstract: A novel bipolar, multi-dimensional diagrammatic structure and related method for eliciting, organizing, analyzing, formulating, comparing, contrasting and communicating data pertaining to verbal-visual constructs within a research topic. Said invention serves as a quantitative means to structure literal, symbolic, familiar and preferred bipolar referential connections dealing with specific representational verbal and visual stimuli. Use of the invention provides insight, understanding and guidance to identify the most appropriate verbal-visual attitude construct necessary to guide the expression of a company's identity that will resonate with target consumers' perceptions and values. Said identity includes, but is not limited to, the design of elements such as products, packaging, logos, graphic elements, marketing communications, retail environments, Internet websites and advertising campaigns.