Question

what are projective techniques and how can they be used profitably

Answer 1

Projective techniques is a tool in qualitative market research to study subconscious needs, motivation,attitude and perception.

- It is also known as indirect interviewing technique.

- It's main aim is to get answer without asking a direct question i.e understanding inner world of individual.

The following mentioned projective techniques helps in studying the human needs , perception,their attitude and how we can use that profitably for our business:

- These techniques are more reliable and create a close connection between situation and diagnosis.

- These are mainly used for exploratory research.

- There are less chances of readymade answers .

- It creates spontaneous responses.

- We can easily understand the personality of the target i.e customer, audience etc.

Some of the interesting projective techniques are as under :

1) Bring an item

In this technique the respondents are asked to bring an item that they can associate with or makes them think of brand in question.

This technique can help in revealing the whole host of emotional attachment towards a brand.

2) Planets (and guided fantasy)

In this the respondents are asked to close their eyes and a moderator guide them on imaginary journey through space.For example: They aur aaj to think deeply about the experience and emotions associated with a visit to to Planet/brand X. How does it look like? What the people like? How you feel?

In this course they can visit other brand planets and compare and contrast the environment.

It helps in delivering the much deeper insight ,more colourful description of the customer relationship or experience.

3) Time Machine

It is a technique that can be used to stimulate creative and future thinking.

Example: Respondents are asked to think back to what children received for Christmas say 30 years ago and what they receive these days.Before brainstorming what the thing children will receive in 30 years in future.

All these techniques are used to know the customer deeply and how they can be stay connected with the brand and what are the ways alternatives available to build customer relationship Bond at ease. It will help in generating more profits and building a good customer relationship.