7 Essential Projective Techniques in Marketing Research

7 ESSENTIALPROJECTIVE

TECHNIQUES INMARKET RESEARCH

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THE TRASH AND THE TREASURE BOX

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Operating the same waythat a like/dislike exercice,

but with more original touch

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THE COLLAGE

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Collages are a great way to explore people’s thoughts and feelings.

Ask respondents to find pictures thatrepresent how they feel about the topic.

Always ask for some explanation.

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THE MAGIC WANDAND THE 3 WISHES

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Sky is the limit! Very insightful,this is one of my favorite technique.

Ask participants to imagine3 ideal improvements (of a product, a

situation...), as if they had a magic wand.

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THE PROUSTQUESTIONNAIRE

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Proust Questionnaire is especially helful to explore a brand image.

If Nike was a smell, what would it be? If it was a color? If it was an animal? etc.

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THE ONCE UPON A TIME

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Ask participants to write a story, about a brand or about themselves

as consumers. Let them write the storyfrom scratch or suggest some elements

as a starting point.

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THE GOOSE GAME

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The game represent a progression, with a starting point and an end, and plenty room in the middle

for consumers to describe a process or a timeline.

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THE COURTROOM

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Half of the focus group is the prosecution,the other half is the defense.

Give them a few minutes to prepare their ideas. Then open the debate:

each team must answer the specificargument of the other team.

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