Cultural Codes in Pictures, 2026
A study is currently underway in which Turkish people express their sense of self, their relationships, and their dreams for the future through visuals alongside words. Trend Group's "Cultural Codes Through Images" project, ongoing since 2013, is moving forward with updated findings for 2026. The research employs a semiotic approach that goes beyond traditional methods. Participants are presented with 96 cards depicting various emotions and thoughts. These cards allow for a clearer expression of feelings and ideas that might otherwise be difficult to articulate in words.
Research Profile
- Quantitative interviews with 300 individuals
- In-depth qualitative interviews with 50 individuals
- Participants aged 15–65 from diverse socio-economic backgrounds
- Ongoing intermittently since 2013
Participants were asked to select the visual cards that best reflected them in the following areas:
- Themselves and their future selves
- Family, friends, and people they admire
- The lifestyle associated with their current and desired places of residence
- Visuals symbolizing trust and happiness
- Designs they perceive as either close or distant
- Brands, products, and services that make their lives easier
Key Initial Findings for 2026
Although the full data analysis is not yet complete, the initial insights from the pilot study are striking.
Feelings of peace, tranquility, and freedom predominate, particularly within the themes of "Self" and "Future Self." One of the cards frequently chosen by participants represents "an appealing solitude and serenity." Themes of calmness, the desire to live life on one's own terms, and a connection with nature stand out, particularly regarding expectations for the future.
A sense of belonging and warmth dominates family and close relationships. Both practicality and emotional connection are key factors in brand preferences.
Why is this research important?
Visual-based studies reveal cultural codes and emotional layers that are difficult to capture through standard research methods. This provides valuable insights for brands regarding communication, product development, and positioning.
We position this research not merely as a data-gathering exercise, but as a strategic tool that enables brands to forge more meaningful connections with real people.
When will the research be completed?
The data we currently hold represents the preliminary findings of the pilot study. Once the full report is ready, we will share more comprehensive results and actionable recommendations.
The research is ongoing. We plan to release the full report—featuring comprehensive results and strategic recommendations—between late 2026 and early 2027. Please contact us for the detailed report or to discuss collaboration opportunities.