Question

Projective techniques are diagnostic tools to uncover the true opinion and feelings of consumers when they are unwilling to or otherwise unavailable to express themselves on theses matters. (pp.300-302).

Pick a brand. Employ two of projective techniques to attempt to identify sources of its brand equity. Which measures work better do you think? Why?

Answer 1

The brand in case is Mcdonalds. The two projective techniques which might be used to discover consumers' true insights are

(i) Task completion and interpretation - The illustrations and parts of communications between fictional characters shown as purchasers related to a purchase process can be used effectively to involve customers by asking them to complete the missing conversations in the blanks. Different entries by the users might provide valuable insights about actual behaviour exhibited by the consumers while buying, consuming and reacting to the quality of a company product. The entries can be used to analyse as to how the users perceive the brand and what feelings does the purchase incites in their minds.

(ii) Comparison tasks - In this technique, the customers of a company product might be asked to relate the product to something else ( an object or a person) in a different category, again to perceive the position what the brand / product occupies in the mind of a consumer. For example, asking " which famous cine personality they can equate their french fries to". It will help the company to get an insight about the things they associate the company products to, and the position a brand or its products occupy in their minds.

The second technique is more effective as it is easier. less time consuming and has higher customer involvement. The first one might draw resistance from respondents owing to higher complexity, and the message filled up in blanks might not reveal clear insights, while the second one is simple and is more likely to provide accurate insights.