Synapses quali projective boards schwartz values & self discrepancy theory

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Projective exercices and boardsbased on Schwartz values model & Self Discrepancy theory

2014

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SynapsesQuali

Schwartz theory of basic values

Social

focused

Person

focused

Protection

Growth

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SynapsesQuali

Defining each value

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SynapsesQuali

How to use it in qualitative market research ?

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As projective technique with dedicated interviewing approach

Looking for the discrepancy between Self and Ideal Self => discomfort,imbalance, frustration

Possible role of brand / product / service = fill in the possible gap between Self and Ideal Self Between “rational values” (Self and Ought Self) and more “emotional

values” (Ideal Self)

Defining aspirational values for your current customers, prospects or othersegments: how to solve the discomfort generated by self-discrepancy ?

Input for new communication platform, for new initiatives within theproduct field or extended to other domains

SynapsesQuali

How to use it in qualitative market research ?

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SynapsesQuali

Important to integrate the possible cultural differences in the analysis

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Examples of boards

SynapsesQuali

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ElephantOwl Sheep

LionTurtle

DolphinCat

St Bernard

Armadillo Eagle

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Arnold Schwarzenegger

Brad PittSean Penn

Vin DieselJim Carrey

Bruce Willis

Morgan Freeman

Sean Connery Leonardo DiCaprio

Tom Cruise

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Jodie Foster

Angelina JolieMeryl Streep

Halle BerryWhoopi Goldberg

Nicole Kidman

Emma Thompson Sandra Bullock

Julia Roberts

Scarlett Johansson

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PocahontasMulan

Baloo

Big BenSnow White

Peter Pan

King Triton AladdinRafiki Mufasa

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Interested in reinforcing emotional bond with your customers?

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