PROJECTIVE TECHNIQUES - BRAND FUNERAL (Qualitative Research Tools you can use)
How do you effectively gauge a brand's perceived value to a consumer?
We like to run an exercise where consumers are asked to imagine a world without the brand we're looking at. They are asked to imagine the funeral, the obituary, etc. Then they are asked how they will go on.
When you ask people to consider a world that exists without your brand, it's interesting the range of unexpected responses you can get.
This particular exercise is excellent for unpacking the social set around one's brand. The brand's perceived colleagues and competition. Effective probing makes this an especially rich exercise.
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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