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Projective Techniques

Projective Techniques. Creative Research Meeting 6. 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.

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Projective Techniques

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  1. Projective Techniques Creative Research Meeting 6

  2. 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

  3. Associations Uncovers a brand’s identity or product attributes • Word association for a product/brand • Draw brands as people

  4. 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

  5. Completion For insight into participant’s need-value system. • Sentences, stories or conversations are completed • Ie “When I think of beer…..”

  6. 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)

  7. 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

  8. Projective Techniques Zaltman metaphor elicitation technique (ZMET) • Metaphor elicitation • Collage building • Brand stories Video Elicitation • Parasocial relationships • Non-intrusive interviewing • Point and counterpoint

  9. 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

  10. Creative Development Research • Elicits consumer response to advertising ideas • Requires creatives to understand response • Creatives must seek ways to improve response of future viewers • Utilizes groups for comments that stimulate other comments • Requires experienced moderator / planner

  11. 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

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