Market Research

Compiled By:-

Karishma Savani – 43

Priyal Shah – 44

Aniket Sharma – 45

Saina Sathar – 46

Introduction

An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern.

In projective techniques, respondents are asked to interpret the behaviour of others.

In interpreting the behaviour of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation.

What Are Projective Techniques ?

What Are Laddering Techniques ?

A Ladder interview is an interviewing technique where a seemingly simple response to a question is pushed by the interviewer in order to find subconscious motives.

Example - Interviewer: "Why x?“Subject: "Because z“Interviewer: "Why z?“Subject: "Because b“Interviewer: "Why b?"

Helpful when the issues to be addressed are personal, sensitive, or subject to strong social norms.

Helpful when underlying motivations, beliefs, and attitudes are operating at a subconscious level.

They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study.

Advantages of Using Projective Techniques

Suffer from many of the disadvantages of unstructured direct techniques, but to a greater extent.

Require highly trained interviewers.

Skilled interpreters are also required to analyze the responses.

There is a serious risk of interpretation bias.

They tend to be expensive.

May require respondents to engage in unusual behaviour.

Disadvantages of Using Projective Techniques

Projective techniques should be used because the required information cannot be accurately obtained by direct methods.

Projective techniques should be used for exploratory research to gain initial insights and understanding.

Given their complexity, projective techniques should not be used naively.

Guidelines for Using Projective Techniques

Important Projective Techniques

Word Association Test

Completion Test

Construction Techniques

Expression Techniques

Secondary Research Analysis – Research Paper

Research on Celebrity Endorsements

The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity-endorsed perfumes.

Perfume Brands : Gucci Envy Me andChristian Dior J’adore.

Picture association tests drew on six advertisements, comprised of two perfumeadvertisements and four pictures of perfumes and celebrity endorsers.

Research on Celebrity Endorsements

Initially participants were introduced to the non-endorsed advertisements of both the brands of perfumes.

Their word associations were as follows:

For Gucci – Pink (9), Gucci (5), Sweet (3), Girly (3), Handbags (3),Personification – Beautiful (6), Slim (4), Young woman (4)

For Christian Dior – Golden colour (7), Glow (4), Cosmetics (3), Luxury (3), Clothes (3)Personification – Elegant (4), Mature (3), Classy (3)

Research on Celebrity Endorsements

Subsequently the hypothetical celebrity-endorsed advertisements were introduced one at a time.

Gucci Envy Me was associated with Jennifer Aniston and Amy Winehouse and Christian Dior J’adore was associated with images of Queen Latifah and Emma Watson.

Now the responses (as word associations) were as follows:

For Gucci – Jennifer Aniston - Aniston (7), Friends (6), Celebrity not match perfume (4)Amy Winehouse - Amy Winehouse (14), “badness” (7), music (7), drugs (4)

For Christian Dior – Queen Latifah – Queen Latifah (6), Earrings (3), Glow (3), Black Woman ( Emma Watson - Emma Watson (8), Dress (3), Harry Potter (3), Perfume (3)

Research To Measure Brand Image

Consumers very often do not use explicit, concrete, rational factors to evaluate products, and thus their motivation to purchase is not always easy to articulate.Associations between brands and animals or other images and symbols is simply an attempt to use secondary features to distinguish between almost identical brands and products.This paper explores the use of projective techniques for examining the transfer of characteristics from two sets of cue cards to a sample of food brands.

Research To Measure Brand Image

Projective techniques involve presenting subjects with ambiguous stimuli to which do not require a specific responseThe implicit model of consumer behavior is used in this research

The implicit model provides both a personality and an identity for an object, be it a brand, product or company

Animation sets - to identify the

underlying personality, image and

perceptions of a brand, company,

product

Research To Measure Brand Image

The first stage in the investigation was to compile two sets of photographs. The first set used different animals for elements and the second set used cars for stimuli.

Coffee

• Nescafe Gold Blend

• Kenco• Mellow Birds

Slice Bread

• Kingsmill White

• Hovis Granary

• Private Label

Chocolate Confectionery

• Cadbury Diary Milk

• Nestle Kit Kat• Snickers

Breakfast Cereal

• Kellogg’s Cornflakes

• Kellogg’s Bran Flakes

• Weetabix

The 16 stimulus photographs were laid out clearly in front of the respondents prior to giving them the questionnaire; they were then shown the brand

photographs and asked to select first a car photograph and then an animal picture that they think best

represents that brand.

Research To Measure Brand Image

Projective Techniques in Practice

Picture Associations

CONSTRUCTION TECHNIQUE