Projective techniques
The 5 classes of projective techniques worth exploring
1. Association techniques
e.g Rorschach ink blot tests which used 10 ambiguous shapes such as ink blots from which the subject was asked to make meanings
e.g Words/pictures association
e.g Thought bubble completion
2. Completion techniques
e.g a sentence presented in a way with a stem beginning and consumers fills in the rest such as "My greatest fear of the recession is........"
e.g Brand Mapping where a wide range of brands logo, ads are presented to the group who is tasked with classifying them into categories
3. Construction techniques
- Requiring the individual to tell a story, imagine a scenario and actively create meaning from a minimal start
e.g Projective techniques - encourage respondents to disown their own thoughts by attributing it to a hypothetical average person such as "What do you think the average mother would feel if they found out their daughter is putting a lot of weight?"
4. Expressive techniques
e.g Psychodrawing such as asking "imagine you are eating the most delicious ice cream, draw what it feels like"
e.g Psychodrama such as role playing the one person playing the role of a headache and others can play remedies like aspiring, panadol, aromatheraphy
5. Choice ordering
e.g Timelines such as drawing a line from past ,present to future and asking respondents to place the brands along the continuum
e.g Preference levels
Other methods I think can be made interesting
Conversation analysis: An approach that looks at turns-taking, sequence, non-verbal cues and power structures in a flow of actions. There was a famous "First Five Minute" manuscript that shows how an amazing amount of information (and insights) can be gained by scrutinizing the first few minutes of a conversation.
Metaphor research: It looks at the metaphors (sometimes hidden metaphors) used by the subject to describe his experiences and thoughts. An approach aimed at articulating the "unconsciousness."
Thick description: Established by watching the native cockfight on a Bali island. Clifford Geertz argued that only through "thick description" can meanings arise, and only through "thick description" can we see things through the native people's eyes.
Frame analysis: A method to show why we see things in a certain way rather than others. It explains how a social movement is made, and why we are here today.
1. Association techniques
e.g Rorschach ink blot tests which used 10 ambiguous shapes such as ink blots from which the subject was asked to make meanings
e.g Words/pictures association
e.g Thought bubble completion
2. Completion techniques
e.g a sentence presented in a way with a stem beginning and consumers fills in the rest such as "My greatest fear of the recession is........"
e.g Brand Mapping where a wide range of brands logo, ads are presented to the group who is tasked with classifying them into categories
3. Construction techniques
- Requiring the individual to tell a story, imagine a scenario and actively create meaning from a minimal start
e.g Projective techniques - encourage respondents to disown their own thoughts by attributing it to a hypothetical average person such as "What do you think the average mother would feel if they found out their daughter is putting a lot of weight?"
4. Expressive techniques
e.g Psychodrawing such as asking "imagine you are eating the most delicious ice cream, draw what it feels like"
e.g Psychodrama such as role playing the one person playing the role of a headache and others can play remedies like aspiring, panadol, aromatheraphy
5. Choice ordering
e.g Timelines such as drawing a line from past ,present to future and asking respondents to place the brands along the continuum
e.g Preference levels
Other methods I think can be made interesting
Conversation analysis: An approach that looks at turns-taking, sequence, non-verbal cues and power structures in a flow of actions. There was a famous "First Five Minute" manuscript that shows how an amazing amount of information (and insights) can be gained by scrutinizing the first few minutes of a conversation.
Metaphor research: It looks at the metaphors (sometimes hidden metaphors) used by the subject to describe his experiences and thoughts. An approach aimed at articulating the "unconsciousness."
Thick description: Established by watching the native cockfight on a Bali island. Clifford Geertz argued that only through "thick description" can meanings arise, and only through "thick description" can we see things through the native people's eyes.
Frame analysis: A method to show why we see things in a certain way rather than others. It explains how a social movement is made, and why we are here today.
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