subject: Projective Techniques In Brand Image Research [print this page] Research has shown that consumers often do not use concrete logic when it comes to making their purchasing decisions. Further consumers can find it difficult to truly express their opinions when it comes to brand image. Marketers have long relied on qualitative research employing projective techniques to help uncover and interrupt consumer attitudes where rationale and direct questioning may fail. In utilizing projective techniques to evaluate responses to advertisements marketers are able to identify associations between images and the emotions they provoke thereby illuminating the motivations behind the consumers brand choice.
First we must understand that brands play a vital role the proper marketing of a product. While there is some quantitative decision making involved with a purchase (affordability, cost, convenience), the emotions invoked by the brand that can sway a consumers final purchase can offer invaluable insight to advertisers. By knowing the brand equity of a product advertising can become highly targeted and as a result, much more effective.
The top projective techniques employed to best record brand reputation and brand image as seen through the eyes of the consumer are association, construction, completion, and expression. Association is the most commonly employed of the projective techniques, and it allows much freedom in eliciting the first response a consumer has to the stimuli. For example given the brand Campbells, marketers may hear filling, soup, like home, revealing very valuable information towards consumer beliefs. Using the technique of completion marketers can gain valuable insight into the consumer vocabulary relating to the brand. I think of ___ when I think of Campbells or To me, Campbells means ___ Utilizing the construction method, consumers can feel free to give opinions as to how others may feel about a brand without taking direct responsibility for the opinion, allowing them to open up more to the marketer, particularly in a group environment. This can be particularly effective if consumers are not comfortable with the role playing aspects associated with the expression method.
When it comes to qualitative research there are no right or wrong answers but there are definitely effective proven methods such as the projective techniques weve discussed. When used properly projective techniques enable the marketer to find previously untapped beliefs, values, attitudes and behaviors. In relation to brand equity, this information can prove invaluable in advertising with the proper verbiage and while projecting the proper brand image to reach the target demographic market. In the world of advertising having insight into the consumers estimations and associations can be the best stepping stone to get an edge on the market.
