Projective tests are used in qualitative market research projective tests help researchers match what test subjects report as their reasons for a decision with the other reasons that the customer. Projective techniques, including tats, are used in qualitative marketing research, for example to help identify potential associations between brand images and the emotions they may provoke in advertising, projective tests are used to evaluate responses to advertisements. The use of projective techniques in qualitative marketing research has become an accepted as well as expected practice in the industry focus group discussions and in-depth interviews (whether face-to-face or online) are particularly suitable for activities that go beyond the question-response format. The first marketing research study using a projective technique, published 40 years ago, and the replications that followed are analyzed to determine the level of consistency in results. Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior the direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner.
Projective techniques are even used in market research to help identify deep emotions, associations, and thought processes related to specific products and brands some research suggests that projective tests such as the rorschach may have value as supplementary assessments used in conjunction with other diagnostic tests to identify thought. Projective techniques from the intuitive collage tool to our unique storytelling and fill-in-the-blank activities, aha’s proprietary suite of projective techniques allow market researchers to elicit emotive responses from respondents in more engaging ways and reveal a deeper insight into how respondents think, feel, and act. Publications caroline has presented at a number of industry conferences both while at the helm of compass market research and in her previous roles: aqr/qrca worldwide conference on qualitative research “the evolution and future of projective techniques in online research”.
The use of projective techniques in market research has a history stemming 50-60 years (chang, 2001) and started with pioneers like ernest dichter (stern, 2004) and mason haire. The article focuses on projective techniques in marketing research a discussion is presented about the formation of survey questions and ways questions might be interpreted by consumers when they are asked. Projective techniques may be used to test marketing material or to gain insight into underlying thoughts and emotions our use of projective techniques and our analysis of the data is based on both extensive experience and our own research into how the techniques work.
Projective techniques, as explained by djs research ltd the term ‘projective techniques’ refers to a style of research in which the respondent is asked to respond to ambiguous or seemingly innocuous stimuli – most often pictures the respondent projects their unconscious attitudes and. Projective drawing techniques projective drawing techniques are often helpful in establishing rapport and engaging shy or negative children who are reluctant to become involved in more-verbal interaction with the cliniciantwo common approaches to projective drawings are the house-tree-person and kinetic family drawing. Marketing research projective techniques projective techniques projective techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of respondents for inferring about underline motives, urges or intentions which cannot be secure through direct questioning as the.
Projective techniques are fun they are widely used, with clients, respondents and researchers all finding them a welcome change from the humdrum of traditional market research questions however, considerable care needs to be used when asking such questions. The answer is to ask for their opinion over and over and over again, but instead of asking direct questions, to use associative and projective techniques to evoke visceral and emotional reactions these types of responses occur so spontaneously that consumers do not have time to filter them through the logical side of their brain. Some common projective techniques used in marketing research include word associations, imagery associations, grouping and choice ordering techniques, imagery associations with consumer personalities, and personification activities.
Projective techniques are used in market research to help the interviewer or moderator obtain the 'real views' of a participant which might normally remain hidden projective techniques allow respondents to answer questions which may be difficult to respond to verbally in more creative ways. The use of projective techniques in market research although market researchers are interested in deep emotions and thought processes specific to brands and products, the purpose is still to get at those feelings, motivations, attitudes, biases and cognitions that are below rational, conscious awareness. Posted in enabling techniques, focus groups, in-depth interviews, projective techniques, qualitative research, research design & methods and tagged enabling techniques, focus group discussions, in-depth interviewing, projective techniques, qualitative research design on november 15, 2013 by margaret r roller.
Projective techniques usually is the best method to get the ind=sight of the consumer but sometimes it can mislead and creates confusion in market research projective technology is widely acknowledge. Steve kalter of acumen marketing research, inc defines an “aha moment” as “a point in time, event, or experience when one has a sudden insight or realization” (from dictionarycom definition) projective techniques are fun little games of exercises played with focus-group participants to uncover deeper feelings and perceptions.
Projective techniques are highly engaging for research participants finally, projective techniques, when properly analyzed, will show you the emotional underpinning of the category in which you compete, the relative positioning of your competitors, and the evolutionary options available to you. Caroline volpe is president at compass market research, a full-service marketing research consulting firm, working with pharmaceutical, biotech and medical device companies she is also a member of the qualitative research consultant association. From market research jump to: navigation , search brand personification is a projective technique that asks people to think about brands as if they were people and to describe how the brands would think and feel.