S6: RESEARCH DESIGNS-IV

PROJECTIVE TESTS, BRAND CONCEPT MAPS

PGP I Term III (2016-17)

Research for Marketing Decisions

Prof. Avinash Mulky

Classification of Research designs
Marketing research
designs

Exploratory Descriptive Causal research

research designs research designs designs

Secondary data Surveys: Pencil and Laboratory

analysis paper, online experiments

Ethnography Consumer panels Simulations

Focus groups Trade panels Test marketing

Depth Interviews Direct observation

Projective tests
Brand Concept QUALITATIVE RESEARCH
Mapping
Qualitative research: appropriate issues

We are not sure who our customers are, who uses our brand

We want to know what consumers think about our new

product idea

We want to know what our advertisements communicate

We need to know what our brand image is vis a vis

competitors
Qualitative research: issues not appropriate

We want to take a Rs. 10 crore investment decision based on

only this research

We want a definitive answer on the top three reasons why

consumers buy our brand

We want to find out about the demographic characteristics of

our consumers

We need to know the size of different market segments

 Projective techniques

Origin in clinical psychology; in consumer research PT also

called as motivation research

Used to uncover feelings, beliefs, attitudes and motivation

which many consumers find difficult to articulate

Makes use of unstructured, ambiguous stimulus objects or

situations in which the subject projects his or her
personality, attitude, opinions and self-concept to give the
situation some structure

http://web.utk.edu/~rhovland/Projective%20Techniques_FGI.pdf
Communication barriers

People dont always share inner feelings

People are often unaware of their motives, values, attitudes

Fear of being considered stupid or irrational

Reluctant to admit certain types of behaviours

Instead of questioning directly, use 3rd parties: people or

brands to enable subjects to project
Projective techniques
Nescafe study
Shopping List 1
1.5 pounds hamburger
2 loaves Wonder bread
Bunch of carrots
1 can Rumford baking
powder
Nescafe instant coffee
2 cans Del Monte peaches
5 pounds potatoes
Shopping List II
1.5 pounds hamburger
2 loaves Wonder bread
Bunch of carrots
1 can Rumford baking
powder
Maxwell House Coffee (DG)
2 cans Del Monte peaches
5 pounds potatoes
Nescafe study
Nescafe buyer
48% thought Nescafe buyer
was lazy
48% thought Nescafe buyer
failed to plan purchases
4% described Nescafe buyer
as thrifty
12% thought Nescafe buyer
as spendthrift
Maxwell House buyer
4 % thought MB buyer was
lazy
12 % thought MB buyer
failed to plan purchases
16% described MB buyer as
thrifty
0% described MB buyer as
spendthrift
 Shopping list exercise at IIMB

Aim: Understand the shopping behavior of MBA students in premier

institutes and correlate shopping behavior with various demographic and
psychographic characteristics of the shopper.

In an experiment conducted at IIMB, a sample of students was shown

shopping list and asked to comment on the profile of the student who had
made the list.

Instructions:

Please write down a pen-portrait of the student whose shopping list was
given. You may use any demographic, psychographic terms that you think
apply to this person
Shopping list study IIMB (List 1)

Shopping List
Recharge talk time for Airtel
Close-Up Toothpaste
Note book for use in class
Ball pens
Highlighter
Bottle of Sula Red Wine
Calculator
Shopping list study IIMB (List 2)

Shopping List
Recharge talk time for Airtel
Close-Up Toothpaste
Note book for use in class
Ball pens-Reynolds
Highlighter
Tropicana Orange juice
Calculator
Demographic Profile for Tropicana (n=32)

Male (n=10), Female (n=8)

Age ~ 24 years
Workex ~ 2.5 years
Person is in a relationship (n=1)
Well off (n=3)
Upper middle class (n=3), middle class (n=4)
From a Metro city (n=2), Urban (n=2)
Demographic Profile for Sula (n=31)

Male (n=19), Female (n=6)

Age ~ 25 years
Workex ~ 2 years
Person is in a relationship (n=7)
Well off (n=5), limited wealth (n=2)
Upper middle class (n=5), middle class (n=6)
From a Metro city (n=6), Urban (n=3)
Personality of Tropicana buyer(n=31)

Health conscious (n=24), active in sports (n=5)

Studious (n=12), Takes notes in class (n=2), meticulous (n=1)
Socialises (n= 3), many friends (n=3)
Disciplined (n=0), plans ahead(n=3), organized (n=2)
Achiever (n=6)
Trendy (n=0), stylish (n=0)
Balanced (n=0)
Cost conscious (n=4)
Personality of Sula buyer(n=31)

Studious (n=14), Takes notes in class (n=3), meticulous (n=3)

Socialises (n=13), many friends (n=8)
Disciplined (n=2), plans ahead(n=3), organized (n=3)
Achiever (n=3)
Trendy (n=3), stylish (n=3)
Balanced (n=4)
Cost conscious (n=3)
Contrasts-Sula and Tropicana
Sula Red Wine (n=31)
Socialises (n=13), many friends
(n=8)
Trendy (n=3), stylish (n=3)
Balanced (n=4)
Health conscious (n=0), active in
sports (n=0)
Achiever (n=3)
Male (n=19), Female (n=6)
Person is in a relationship (n=7)
Upper middle class (n=5), middle
class (n=6)
From a Metro city (n=6), Urban
(n=3)
Tropicana (n=32)
Socialises (n= 3), many friends
(n=3)
Trendy (n=0), stylish (n=0)
Balanced (n=0)
Health conscious (n=24), active
in sports (n=5)
Achiever (n=6)
Male (n=10), Female (n=8)
Person is in a relationship (n=1)
Upper middle class (n=3), middle
class (n=4)
From a Metro city (n=2), Urban
(n=2)
 Types of projective techniques

Can be categorized in terms of the response types required of

subjects:

1. Association
2. Construction
3. Completion
4. Expressive

http://web.utk.edu/~rhovland/Projective%20Techniques_FGI.pdf
 Association

Rule: The respondents are presented with a stimulus and

asked to respond with the first thing that comes to mind
(word, image or thought associated with the stimulus)

Objective:
Understand consumers vocabulary about products and brands
To assess brand personality

http://web.utk.edu/~rhovland/Projective%20Techniques_FGI.pdf
http://web.utk.edu/~rhovland/Projective%20Techniques_FGI.pdf
http://web.utk.edu/~rhovland/Projective%20Techniques_FGI.pdf
reliable, successful, confident, popular, well-made,
stable, leading, efficient, satisfying, secure, real,
clean, stylish, comfortable, fun, handy, different,
new, innovative, trendy, up-to-date, imaginative,
contemporary, unique, informative, versatile, fast,
funny, warm, easy, bubbly, smooth, family-oriented,
sentimental, playful, cheerful, simple, honest,
corporate, friendly, sincere, western, free, technical,
outdoorsy, delicate, professional, down-to-earth,
health, active, neat, cool, wholesome, spirited,
elegant, glamorous, upper-class, charming,
feminine, formal, though, rugged, masculine, hardworking,
old, traditional, typical, small town,
original, strict, intelligent, busy, daring, heavy, big,
young, good-looking, independent, expensive, exciting
http://web.utk.edu/~rhovland/Projective%20Techniques_FGI.pdf
reliable, successful, confident, popular, well-made,
stable, leading, efficient, satisfying, secure, real,
clean, stylish, comfortable, fun, handy, different,
new, innovative, trendy, up-to-date, imaginative,
contemporary, unique, informative, versatile, fast,
funny, warm, easy, bubbly, smooth, family-oriented,
sentimental, playful, cheerful, simple, honest,
corporate, friendly, sincere, western, free, technical,
outdoorsy, delicate, professional, down-to-earth,
health, active, neat, cool, wholesome, spirited,
elegant, glamorous, upper-class, charming,
feminine, formal, though, rugged, masculine, hardworking,
old, traditional, typical, small town,
original, strict, intelligent, busy, daring, heavy, big,
young, good-looking, independent, expensive, exciting
http://web.utk.edu/~rhovland/Projective%20Techniques_FGI.pdf
Brand Personality: 5 Dimensions (Aaker, 1997)

Sincerity: Honest, Down-to-earth, Wholesome, Cheerful

Excitement: Daring, Spirited, Imaginative, Upto-date

Competence: Reliable, Intelligent, Successful

Sophistication: Upper-class, Charming

Ruggedness: Outdoorsy, Tough

 Sincerity: Honest, Down-to-earth,
Wholesome, Cheerful

Excitement: Daring, Spirited,

Imaginative, Upto-date

Competence: Reliable, Intelligent,

Successful

Sophistication: Upper-class,
Charming

Ruggedness: Outdoorsy, Tough

 Sincerity: Honest, Down-to-earth,
Wholesome, Cheerful

Excitement: Daring, Spirited,

Imaginative, Upto-date

Competence: Reliable, Intelligent,

Successful

Sophistication: Upper-class,
Charming

Ruggedness: Outdoorsy, Tough

 Sincerity: Honest, Down-to-earth,
Wholesome, Cheerful

Excitement: Daring, Spirited,

Imaginative, Upto-date

Competence: Reliable, Intelligent,

Successful

Sophistication: Upper-class,
Charming

Ruggedness: Outdoorsy, Tough

 Sincerity: Honest, Down-to-earth,
Wholesome, Cheerful

Excitement: Daring, Spirited,

Imaginative, Upto-date

Competence: Reliable, Intelligent,

Successful

Sophistication: Upper-class,
Charming

Ruggedness: Outdoorsy, Tough

Construction

Rule:
The subject is asked to construct a story, dialogue or
description from a stimulus.
Objective
Evaluate underlying values, attitudes and beliefs towards
the product/brand
Probe respondents feelings about the consumption
situation
Completion

Rule:
The subject is given an incomplete sentence, story,
argument or conversation, and asked to finish it.

Objective
Understand underlying feelings and emotions
Example: Sentence completion

A person who enjoys visiting a microbrewery is ..

Starbucks in India is most liked by ..

Electric cars can become popular in India if .

Example: Mobile advertising

Instructions
In the cartoon, you see two people in a bookstore (OR
supermarket). There the depicted situation takes place. Tell
me what in your opinion, the character in the left would say
to the character on the right in the final frame.
 BOOKSHOP
What is it A book
about? discount
Oh! A n coupon
SMS

--------
---------
----------

Source: Broeckelmann (2010)

Expressive

Rule
Respondents are presented with a verbal or visual
situation and asked to relate the feelings and attitudes of
other people to that situation
Can include role playing or third person techniques.

Objective
Lower the respondents defenses and obtain the actual
beliefs and attitudes of the respondent.
Expressive: Third person technique

Do you think your neighbours segregate garbage into food

waste and dry waste?

Do you think that men use hand sanitizers?

Advantages and disadvantages of projective tests

Richness of data Complexity of interpretation

View of inner world of Sampling and generalization

individuals

Breaking the ice in focus Reliability and validity

groups or depth interviews
BRAND RESEARCH
Associative networks in memory

C
A 16
1 C
A
2 C 15
17

Category C
A Brand A 14
C1
3

C11
A C
4 13
A C
5 12
 Brand associations

Organisational Brand
associations personality

Country of Attributes
origin Price- Quality User
Functional Benefits imagery
Uses

Symbols

Experiential Benefits
Symbolic
benefits

Source: Adapted from Aaker and Joachimsthaler ( 2002)

How do we understand Brand associations?

Data collection tool developed in

Concept map psychology
Understand Mental representation

Constitutes brand image

Association network Identifies brand uniqueness and value
Suggests ways to leverage brand equity

Consumer mapping elicits brand maps

Techniques from consumers
Analytical mapping use analytical models
Creating a BCM
Elicitation
Uses an existing consumer research or conducts a survey
Salient associations identified should conform to the following criteria:
Data from the same consumer population at every stage
Data based on consumer responses to open-ended questions
Most frequently mentioned brand associations must be selected
Retain wording that the consumers use

Mapping
Respondents select from the salient associations obtained in elicitation
They are given instructions to build their own brand map
Single, double or triple lines signify the strength of the connections between
associations

Aggregation
Consensus map is constructed using the frequencies of associations
Mayo Clinic Elicitation Stage

Prior consumer research examined

Set of brand associations chosen by Mayo

Brand associations mentioned by greater

than 50% respondents selected
Few more associations of particular
interest added
Exact wording of associations finalized;
25 brand associations determined
Mapping Stage

1. Participants were asked to respond to the question:

What comes to mind when you think about the Mayo clinic?
Were provided 25 poster cards with different brand associations
to choose from
2. The nature and purpose of BCM was taught with the help of an
example on Volkswagen Beetle
Direct, indirect links and their strengths( single, double and triple
lines) were explained
3. Brand map was constructed using the poster cards and perceived
links between different associations
4. Participants rated the brand on a scale of 10
 Aggregation Stage

Each of the brand maps were encoded in terms of

The presence of each of the 25 brand associations

The type of the connecting line

The level at which each association was placed on the map

For ex. Level 1= connected to the brand, Level 2=connected to
Level 1

The coded data is aggregated to obtain several measures for

constructing the consensus brand map like

Frequency of mention

Number of inter-connections

Frequency of first-order interconnections

Ratio of first-order interconnections

Subordinate and super-ordinate connections
Consensus brand map - Patients
Consensus brand map Non patients