7 Essential Projective Techniques in Marketing Research
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7 ESSENTIAL PROJECTIVE TECHNIQUES IN MARKET RESEARCH YesYouQual.com
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Transcript of 7 Essential Projective Techniques in Marketing Research
7 ESSENTIALPROJECTIVE
TECHNIQUES INMARKET RESEARCH
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THE TRASH AND THE TREASURE BOX
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Operating the same waythat a like/dislike exercice,
but with more original touch
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THE COLLAGE
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Collages are a great way to explore people’s thoughts and feelings.
Ask respondents to find pictures thatrepresent how they feel about the topic.
Always ask for some explanation.
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THE MAGIC WANDAND THE 3 WISHES
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Sky is the limit! Very insightful,this is one of my favorite technique.
Ask participants to imagine3 ideal improvements (of a product, a
situation...), as if they had a magic wand.
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THE PROUSTQUESTIONNAIRE
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Proust Questionnaire is especially helful to explore a brand image.
If Nike was a smell, what would it be? If it was a color? If it was an animal? etc.
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THE ONCE UPON A TIME
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Ask participants to write a story, about a brand or about themselves
as consumers. Let them write the storyfrom scratch or suggest some elements
as a starting point.
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THE GOOSE GAME
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The game represent a progression, with a starting point and an end, and plenty room in the middle
for consumers to describe a process or a timeline.
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THE COURTROOM
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Half of the focus group is the prosecution,the other half is the defense.
Give them a few minutes to prepare their ideas. Then open the debate:
each team must answer the specificargument of the other team.
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