PROJECTIVE TECHNIQUES - BUILD A CHARACTER (Qualitative Research Tools you can use)
It's extremely difficult for people to describe the way a brand feels to them without having them reference the product.
Having participants personify a brand is an excellent projective technique to use when you need to dimensionalize a brand's attributes.
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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