What Do You Mean By That?
Sometimes, it's difficult for people to say how
they really feel
Rather than putting focus group respondents on
the spot, and coming up dry, SRA often uses projective
techniques that yield a deeper understanding of
how respondents feel - and why.
We call it projective technique, because it allows
respondents to project their feelings outside themselves
and this yields greater insight into their behaviors,
needs, and purchasing patterns. At the same time,
a sense of fun is instilled into focus groups.
Some examples of the projective techniques we
use are as follows:
Personification - Rather than asking respondents
to react to a brand image, we may ask them to associate
human attributes and characteristics with an organization
or product. They may say things like, "this
company is stressed out and disorganized" or "this
company is sexy and stylish."
Asking respondents to include competitors in
this exercise can be a surefire way of peeling
back the onion and seeing how clients stack up.
Obituary or Resume - Respondents are asked to
construct an imaginary obituary or resume for a
company. Using this projective technique can be
a quick, fun way to get at brand image and equity.
It often reveals previously unknown positive or
negative associations.
Sentence Completion - With this
exercise, respondents are provided with a few sentences
and asked to complete them. For example, "The
best thing about this service is __________" OR "This
type of service can improve my life because ___________."
Metaphor - Respondents are asked to describe a
brand as a car, person, place, animal, etc. This
exercise can quickly elicit how respondents really
feel about a particular product or service.
Other examples include role-play, free-association,
bubble drawing, and mind-mapping.
While using projective techniques don't replace
direct questioning in focus groups, they do enhance
the understanding of what drives a respondent to
purchase a product or service. ‡
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