Implicit – Traits
A “Trait” can be presented as either a word or an image. Ideally it will be instantly recognizable – don’t use a sentence or a complicated description.
For instance, if the concept is McDonalds, Traits could be images of McDonalds’ logo, an image that you believe represents ‘healthy’, or a word, e.g. ‘Expensive’.
Build your set of Concepts and Traits first, and then define some Trials using these Traits.