You can use the same analysis to extract what values or ideas people associated to a concept. A charitable organization, InterPares did the exercise after a campaign failed. They did it to find what they did wrong. It is better than focus groups because it is what people really say. As a statistician, I believe that all focus groups are biased; this is due to the way people react socially in a group. We do not always say the whole truth or would even share our beliefs when we sit in a controlled group of strangers.