PROJECTIVE TECHNIQUES - WORD ASSOCIATION (Qualitative Research Tools you can use)
Everyone has a unique way of seeing the world. Understanding how your participants feel about certain elements is important in setting a baseline for exploration.
Having participants engage in rapid-fire word association can be a useful exercise in any qualitative work. Particularly with regards to elements that may have a cultural component.
This works in both online and offline. It's useful for Qualitative, UX, Ethnographic and Strategy work.
Feel free to use this technique in your fieldwork.
We use a wide variety of projective techniques in our fieldwork.
All methodology design is customized to each project.
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