Dub Webinar - Gathering Emotional Context & Greater Depth of Feedback Using Online Projective...

DUBISHERE.COM

Gathering Emotional Context & Greater Depth of Feedback Using Online Projective Techniques

Dan Stracey

March 2016

DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques

@danstracey @dub_research

@danstracey www.dubishere.com



TODAY’S WEBINAR• Introduction to projective techniques

• The right tool for the job

• The (amazing) Blob Tree• Closing tips and suggestions

3

DUBISHERE.COM

Projective techniques



PROJECTIVE TECHNIQUES

5



WHY WE NEED THEM

6

DUBISHERE.COM

ProjectiveEnablingtechniques



IS A BMW JUST A CAR?

Direct questioning

It’s the ultimate driving machine

They’re solidly built and hold the road

It’s a top quality motor

Using enablement techniques

It shows that I’ve ‘made it’

I’m the king of the road

It makes me (even) more attractive

8

DUBISHERE.COM

The right tool for the job



CONSIDER THE VALUE

Analogies and metaphors

Bubble drawings

Disruptive techniques

Magic shelf

Mapping

Mood boards

Me maps

PersonificationStorytelling

Serious play

Intuitive collages



ASSOCIATION / METAPHORSDescribe the first three words that spring to

mind when thinking about train travelIn the context of cooking what does ‘making

something beautiful’ mean to you?

How I would feel if I was asked to create something that was out

of my comfort zone

For me its a mixture of pride (and sometimes surprise!) that everything has gone perfectly, combined with a feeling of success/being able to take on the world.

11



COMPLETION

Ha, I’ve just saved £200! You’ve been sucked in by

all of that marketing! Again!

It’s apple, I know it’s more expensive but it

just works

Well I bought the S15 –better spec, and it’s cheaper. Plus I got a 5D headset. Woop!

All hail the iphone 10 form and function!



CONSTRUCTION

2015

Helped friends reconnect

Eclipsed by Facebook

Shared memories onlineSocial media pioneer

No flowers

And see how others are getting on in life

13



EXPRESSIVE (TEXT BASED)Pretend you’ve been in a relationship with [xxx] and write a love letter

talking through the highs and lows of your time together.

Dearest Amazon,

I know we have been close friends for many years and we have had our ups and downs, but I have been thinking about you a lot and I think I am in love! Any time that I’m in need of anything, and I mean ANYTHING, I rely on you to give me a good idea what I should

be paying and what my choices are.

I can count on you for quick and low cost shipment... The reviews you have provided give me the security I need to know I am making a wise decision when I make a

purchase. I have never trusted anyone else as much in that respect.

I don’t have any other company in my life that treats me with the honesty and respect that you do, so you can see why I am so attracted to you. I hope you feel the same about me!

14



EXPRESSIVE (VISUAL)How working at your company has changed you

(example member upload)The relationship between skills and aspirations

(example member upload)

Company

15



STRUCTURING

16

DUBISHERE.COM

Use of Mark up for Blob Tree exercises



BLOB TREE BY PIP WILSON

Available under licence from www.blobtree.com



COMMUTING EXAMPLE

19



THE PARTICIPANT EXPERIENCE – SETTING THE SCENE

20



THE MEMBER EXPERIENCE – SHARING FEEDBACK

Members can place up to 5 pins

2nd pin

1st pin

3rd pin

21



SET UP USING THE MARK UP ACTIVITY ADMIN PAGE

Optional third prompt – e.g. tell us more about why you feel this way

22



MARK UP ANALYSIS

23



HEAT MAP SUMMARY

Okay, so there are no seats but the standing area isn't too

overcrowded today so I don't mind standing and it's not too tight!

Claustrophobic, stressed, drained. no room, delays,

24

DUBISHERE.COM

Closing tips



WHAT TO USE WHEN

26

To explore sensitive topics

Vivid recollection of occasions and experiences

Explore brand differentiators (e.g. USP’s, positioning etc.)

Word & image association

Bubble Drawings

Love letter

Psycho drawings

Blob tree

Brand perceptions and relationships

To explore feelings and emotions

Epitaph task

Brand matrix



FINAL TIPS AND RECOMMENDATIONS

27

• Consider the range of techniques at your disposal

• Think about potential for task completion outside the community

• Don’t attempt a technique you don’t believe in, or wouldn’t be prepared to complete yourself

• Use clear and concise instructions / get another person to review your instructions

• Consider topic sensitivity and opportunity to deploy tasks privately



www.qualitativemind.com

RESOURCES

Joanna Chrzanowska

28

www.blobtree.comPip Wilson



WEBSITE &BLOG

www.dubishere.com29



UPCOMING WEBINAR

30

Using Projective Techniques In Online Research Communities

Hazel Haskayne

Director, Engage Research

When: Thursday May 5th, 4pm GMT

THANK YOU

DUBISHERE.COM

LOS ANGELES, US9107 Wilshire Blvd., Suite 450, Beverly Hills, California 90210

+1 310 853 6986

LONDON, UK4 Wellesley Terrace,

London N1 7NA+44 (0) 20 3515 3301

[email protected]

Dub Webinar - Gathering Emotional Context & Greater Depth of Feedback Using Online Projective...

Business

Transcript of Dub Webinar - Gathering Emotional Context & Greater Depth of Feedback Using Online Projective...