The Semantic Differential is a research method used to measure people's attitudes towards a specific object, concept, or person. It involves presenting respondents with a series of bipolar adjectives, such as happy vs. sad or strong vs. weak, and asking them to rate their feelings on a scale. This approach helps capture the nuances of people's perceptions and emotions. This technique is often used in fields like psychology, marketing, and social sciences to analyze how individuals perceive brands, products, or ideas. By quantifying these attitudes, researchers can gain insights into consumer behavior and preferences, aiding in decision-making and strategy development.