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)

  1. You want to know the key themes in the content
  2. You want to know the meanings and personal significance behind content
  3. You want to know any other symbolic and cultural aspects that reflect archetypes, norms, and standards

Rashard Spiller

Rashard is the founder of Userempathy, a startup marketing research and analytics consultancy. When Rashard is not building personas and implementing web analytics on behalf of his clients, he can be found at home driving his wife nuts with Yoda-speak.