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Projection
Psychological technique to get answers without asking a direct question Participants project their unconscious beliefs into other people or objects Reduces threat of personal vulnerability Consists of a stimulus and a response
Associations
Uncovers a brands identity or product attributes
Word association for a product/brand Draw brands as people
Construction
Process allows participant to construct meaning Participant constructs a story or picture from a concept Collages are developed on a topic Bubble drawings or cartoon tests ask participant to construct a dialog
Completion
For insight into participants need-value system. Sentences, stories or conversations are completed Ie When I think of beer..
Expressive
For situations when participants cannot describe their actions but can demonstrate them. Participants role play or act out a story Themes are developed based on participants personal interpretations of pictures House where brand lives (Bud vs Guiness)
Choice Ordering
Useful for rank ordering characteristics associated with a brand, product or service Participants lists benefits from most to least important Used with probing techniques to gather insight into consumer benefit choices
Projective Techniques
Zaltman metaphor elicitation technique (ZMET) Metaphor elicitation Collage building Brand stories Video Elicitation Parasocial relationships Non-intrusive interviewing Point and counterpoint
Data Analysis
Quantify by classifying content into categories that are given numerical values Qualify what is meant by the projections Participants elaborate on meanings Multiple tests allow patterns to emerge Triangulation of multiple methods brings authenticity to data analysis
Assignment
Pick a brand: Starbucks, Sprint, Nissan, Eminem Cut images from a magazine that best describe your feelings about the brand Past the images together into a collage Explain what these images mean to you and why they apply to the brand Compare your responses with those of another with the same brand