what are projective techniques in marketing?

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Many people are visual thinkers and may find it difficult to articulate their opinions 😊 Photo sorts is a technique in which participants are presented with a stack of photos or images 😎 They are then asked to pick those that they most associate with a brand or attribute 😉 These could be photos of people, scenes or emotions. This technique can uncover stereotypes that may exist, as well as underlying brand associations. More recently emoji’s have been used as a method for participants to represent their feelings on a series of situations. This has been effective in gaining insight into emotions that might not have immediately come to mind. [1]
Hitting baseballs or playing musical instruments require intricate control of muscles carrying out complex tasks in series of steps. Yet they occur automatically in experienced players, outside of awareness. These tasks require a part of the mind that we cannot be fully aware of, but one that still exerts critical influences on thoughts and actions. Creativity also appears to originate with unconscious mental processes; solutions to difficult problems may appear to “pop out” of nowhere after an incubation period in the unconscious. Intuitive feelings or hunches are apparently based on the unconscious sensing something without common reasoning. Acting without good reason might seem like a dubious life strategy; however, we encounter many fuzzy situations where choices must be made with very limited information. If our source of intuition is actually an experienced unconscious, following hunches seems to constitute a strategy far superior to random choices. (last revised 8 days ago by Tyerra Hilton from Wuxi, China) [2]
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The third-person technique, more than any other projective technique, is used to elicit deep seated feelings and opinions held by respondents, that might be perceived as reflecting negatively upon the individual. People will often attribute “virtues” to themselves where they see “vices” in others. For instance, when asked why they might choose to go on an Alaskan cruise, the response might be because of the quality of the scenery, the opportunity to meet interesting people and learn about a different culture. But when the same question is asked as to why a neighbormight go on such a cruise, the response could very well be because of “brag appeal” or to show off. [3]
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Claire Anaya from, mentions how in this type of projective technique, participants are asked to close their eyes and try to imagine and follow the space journey guided by the moderator. They are asked to imagine their journey from earth to a “planet brand X” and they are asked questions like what does it look like? How do its people look? How does its building look like? What sounds do you hear? What do you smell? How do you feel about being there? Who do you talk with? What do you talk about? How are they responding? Do you want to live there forever? How would you feel if you are asked to leave this planet? (we truly thank Pamelia Tilley from Kota, India for telling us about this). [4]
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The ‘Planets’ projective technique involves quiet-time on the part of the respondents. They are asked to close their eyes whilst the moderator guides them on an imaginary journey through space. From leaving earth in their space capsule, all the way to returning again at the end of the expedition, they are asked to think deeply about the experiences and emotions associated with a visit to ‘Planet Brand X’. For example, What does it look like?, What are the people like?, What are the buildings like?, How do you feel?, What do you see?, What do you hear?, What do you smell?, Where do you go?, Who do you talk to? What do they say?, How do you feel about spending 6 months here?, How do you feel when you’re asked to leave?. (revised by Anthony U. From Gothenburg, Sweden on November 12, 2021) [5]

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Kelly-Anne Kidston

Written by Kelly-Anne Kidston

I am a writer of many words, from fiction to poetry to reviews. I am an avid reader and a lover of good books. I am currently writing my first novel and would love to find some beta readers who are interested in getting an early look.

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