Qualitative Research: Projective Techniques To Dig Deeper Into Your Target Audience | Podcast
Today’s Tip: Qualitative Research Projective Techniques
In this episode I’m going to give you a few tips on how you can dig deeper into your target audiences’ underlying motives and feelings about brands and products.
Projective techniques can be split into several categories: (3:55)
- Projective Questioning – instead of asking the user how he or she feels, you ask the user how PEOPLE feel. It creates some distance and allows the non-conscious to filter through.
- Association – present a product or brand and ask the user to state the first word that comes to mind. So I say “Adidas, you say _____.”
- Completion – ask the user to complete a sentence or complete a story. “The business owner needed a CRM system so she went to _____.”
- Construction – ask the user to create a story from a picture. The Thematic Apperception Test, for example is one of the earliest used techniques
- Pure Projective – ask the user to fill-in dialogue boxes for people interacting with a product or brand. This is sort of like your comics bubbles.
- Structuring – ask the user place items, features, products in order of importance, separate into categories, compare and contrast
- Expressive – ask users to role-play. “I am a customer and you are the product salesperson. How do you convince me to buy this product?”
- Metaphors and analogies – ask the user to describe something in the framework of something else. For example, ask the user, “If brand X or product X was a person, who would it be?”
- Intrusive and disruptive – ask the user to not do something (i.e. use a product) for a time period and record feelings and alternative behavior.
Projective analysis: (7:54)
- You want to know the key themes in the content
- You want to know the meanings and personal significance behind content
- You want to know any other symbolic and cultural aspects that reflect archetypes, norms, and standards