Projective Techniques in Qualitative Research
Projective Techniques
Qualitative
studies often incorporate projective techniques. Projective techniques have
roots in the psycho-dynamic tradition, and work on the assumption that people
cannot easily access certain mental content directly, but can express it
indirectly by "projecting" their feelings and beliefs on other
objects. Projective techniques are popular in marketing research, particularly
brand image and attitude studies.
Trained moderators often
incorporate projective techniques into their qualitative research to uncover
participants’ hidden thoughts. Projective techniques originate in the
field of psychology, along the lines of Rorschach ink blot and Thematic
Apperception tests. Qualitative researchers have adapted these approaches for
use in the market research field.
Projectives are questions or exercises designed to uncover
people’s deeper feelings on a topic. They are purposely set up to ask key
questions in an indirect way. They are not meant to replace top of mind
responses to direct questions, but can provide insight not gleaned from
traditional questioning. Projective techniques are used to obtain deep
understanding of emotional needs, barriers and motivators.
To reveal a new level of insight into your participants, I’ve included
three examples of projective techniques you can include in your next
qualitative research study: Mindmap, Picture Sort and Deprivation.
Mindmap:
This is a great exercise for kicking off a focus group. Each
participant receives a mindmap with a word (or phrase) related to the topic in
the center. Rather than asking directly what they like about a particular
topic, ask participants to write down as many words and phrases as come to
mind while they think about that topic. Be sure to add that this could include
anything good or bad including their thoughts, feelings, senses, associations,
impressions, images and preferences. This approach gathers a much broader range
of responses and typically uncovers topics that would not have been discussed
when just asking what they like about a particular topic.
Picture
Sort:
One technique we have found to be particularly effective is a
spin-off of Thematic Apperception tests. Spread pictures on the table and
ask each person to select a picture that best represents how they feel about
______ (insert the topic being discussed). Each participant
then shares why they chose the image and how it represents how they feel about
______. The images provided are purposely abstract and could have
different meanings. For example, someone might respond, “This is a picture of a
bridge to nowhere, although to me it shows optimism. I see _____ organization
as one that takes on challenges and works to be creative. They can easily turn
this bridge to nowhere into a great opportunity.”
Deprivation:
Another successful technique to understand how people really feel
about something is to ask them to describe life without that brand, product or
service. This can be as informal as asking participants to share how they might
feel if they were deprived of that brand/product/service or you could ask them to
write a eulogy for the particular brand, product or service. This is a fun
exercise that encourages people to think outside the box, With a little
prompting, perhaps even a eulogy sentence completion form, participants are
easily able to describe how they would feel and what they would miss if that
brand/product/service was no longer available.
I know you are very excited about this website and all. I don’t mean to offend you but this is not that good. Most of the space is empty and the blog content is given inside a frame which makes it boring. aircon service singapore
ReplyDelete