(1) Buttons:
This is a projective technique I often use to bring to life how people feel. It can help to bring to life subtle differences in how people feel in ways they might not otherwise be able to express.
Respondents choose a button from a bag of many buttons, this button represents how they feel about selected a brand for instance a big shinny button might represent Armani, whilst a small brown button might represent BHS.
(2) Photo sort projection
Understanding the emotive response requires use of some techniques based in psychological theory. This is one of them. Respondents are asked to choose (from a set of male or female photos which represent different needs and emotions and need states) one person who feels the same as them about holiday car rental.
This is a projective technique I often use to bring to life how people feel. It can help to bring to life subtle differences in how people feel in ways they might not otherwise be able to express.
Respondents choose a button from a bag of many buttons, this button represents how they feel about selected a brand for instance a big shinny button might represent Armani, whilst a small brown button might represent BHS.
(2) Photo sort projection
Understanding the emotive response requires use of some techniques based in psychological theory. This is one of them. Respondents are asked to choose (from a set of male or female photos which represent different needs and emotions and need states) one person who feels the same as them about holiday car rental.
Consumers may not know why they have preferences or act in a particular way. But projections allow the moderator to uncover this, and the respondents feel freer to discuss certain issues.
Through the projection we can also get to the bottom of their personality and motivations in a deeper way.
(3) Decision making time line
In order to get a deeper understanding of the information gathering and purchasing process we use a technique called ‘Timelines’ in which we ask respondents to plot the key moments in the purchasing process.
Through the projection we can also get to the bottom of their personality and motivations in a deeper way.
(3) Decision making time line
In order to get a deeper understanding of the information gathering and purchasing process we use a technique called ‘Timelines’ in which we ask respondents to plot the key moments in the purchasing process.
These are just a few of the techniques that I employ to really get 'under the skin' of the consumer
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