Transcript Projective Techniques Creative Research Meeting 6

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
Associations
Uncovers a brand’s 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 participant’s 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
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
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