Plutchik's wheel of emotions triads2/9/2024 ![]() ![]() This exercise works well in eliciting themes that could be developed in terms of product positioning and advertising strategies. The situation that they described will be allowed to dissipate while the feeling will be maintained so that they can imagine a different, unique occasion when the same emotion was present. They are asked to capture the feeling they had and hold it for a moment. Respondents are directed to imagine a time when they had a positive experience with a particular product. Mind walk: This technique is useful in exploring new avenues of communicating an important product benefit. Magic shelf: Participants are asked to imagine themselves shopping in a store where brands can read the thoughts of customers and know why customers buy or do not buy them. The respondent is accorded a plain, wide canvas to paint on with his imagination, unlike in a personification exercise wherein he/she is restricted to just one personality. The stark differences as well as similarities and the way the brands hold in the consumers’ eyes can be easily brought to light using this technique. Going further the technique requires the respondents to describe the kind of people who inhabit that place as well. World view technique: We take the participants on a ‘guided tour’ to an unknown destination, characterized by the brand being tested, the topology and the climate and other variables being decided by the respondent which signify his/her perceptions about the brand. Taking this ‘full-circle’, we can also conclude with a brand obituary – respondents are asked to write the obituary assuming the brand had ‘died’, referencing the things it would be remembered for, who it would be missed by and why. Furthermore, all associations and personifications need to be ‘researched’ in terms of what they mean for the brand in terms of how it displays those personalities and characteristics. Our moderators are made wary of making any assumptions regarding what is a ‘positive’ and ‘negative’ brand association. Like all projective techniques, however, it has to be used properly and in the right context. It is certainly one of the most fun (for clients and moderators as well as respondents) but can also be one of the most insightful. It is also used as a technique by us to understand the relevance of a particular piece of communication.īrand personification and brand obituary: Within qualitative research, brand personification is probably the one that most immediately springs to mind when considering projective techniques. We use X & Y technique also to understand the perceived image of the user in contrast to the non user of the brand/ product/ service. The image of the brand is often distinct from that of the user. User imagery : This involves some quick exercises to draw out consumers' perceptions of particular brands as compared to the people who use them. This reveals associations with the subject being discussed at a spontaneous level. Alternatively, the words and brands could be sprawled in front of consumers and they are free to match the words with the brands. The consumers are free to say whether that attribute matches well, somewhat or not at all. A list is also prepared in advance and bounced off consumers. Word association : Any topic related words/ sentences that indicate attributes of importance are explored. Variations include- World view technique, Magic shelf, Mind walk, Scent stations, Bring an item, Creating families, Category sculpting, Looking glass, Party exercise, Plutchik’s wheel of emotions, Planetarium, Planets (and guided fantasy), House building, Timescape, Time machine, Kelly’s Traids, Neuro Linguistic Programming (NLP), Sequential recycling, Withdrawl technique. There are a few classical forms and a few variations which have been introduced by various practitioners of qualitative research over time.Ĭlassical forms include- Word association, user imagery, brand personification and obituary. This allows the researcher to discover the more spontaneous emotions associated to brands and their imagery. The answers provide the researcher with a variety of "consumer vocabulary” associated with brands or products. The basic premise behind association tasks is that thoughts immediately brought to mind by the presentation of the stimulus are captured in the most unadulterated manner. Participants are asked to respond to the stimulus with the first thing that comes to their mind. Home> What We Do> Associative Techniques Associative Techniques ![]()
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