Examples of other projective techniques

    provide hands on experience with projective techniques, try a sample application in 2 product categories. Select at least 3 brands from each product category. Have 5 people write an obituary for each of the brands (e.g., pretend that Tide has disappeared from the market... what would you write in a brief obituary for Tide?), Use at least 2 types of projective techniques from the list below, or from the text book. Overall, interview 5 consumers using a questionnaire on 3 brands in each of 2 product categories, with 2 different projective techniques. Examples of other projective techniques 1. Sentence completion: Tide is a ______________ because it is ____________. 2. Describe the picture (1 paragraph): In this picture, Tide is . 3. Brand personality: If tide were a person, what would the characteristics of this person be? How dressed, how he/she looks, whether a social person, etc. 4. Balloon completion: Show picture of 2 people talking, ask what they would say about Tide. Analysis: a) Look for broad patterns across each projective technique to understand how consumers relate to the various brands, b) Do the obituaries (and other techniques) show a consistent pattern? c) What particular implications do these reports have for the competing marketers? d) How useful are these 2 techniques in terms of understanding deeper needs/motivations; how would you improve them?