Using projective techniques to tap into consumers' feelings, perceptions and attitudes . . . getting an honest opinion

Abstract

An investigation into customer loyalty to food retailers posed a methodological problem – namely how to delve beneath the surface and access consumers' unspoken feelings, perceptions, attitudes and values. This paper explains how four different projective techniques were used to access the thoughts and feelings of 160 interviewees in order to obtain a thorough understanding of the interviewees' satisfaction with their ‘main’ food retailer and to characterize the relationship between the customer and retailer. A brief description of the use, analysis and examples of cartoon friends, word association, personification and mini case studies was provided in order to describe their role in the data collection process.

The Role of Packaging and Presentation Format in Consumers’ Preferences for Food: An Application of Projective Techniques

“…Two hundred and three people participated in the study, which is in line with other studies applying projective techniques (Hofstede et al . ; Ares and Deliza ; Doherty and Nelson ; Gámbaro et al . ; Machín et al .…”

Sentence Completion for Understanding Users and Evaluating User Experience

“…Compared to direct questioning using attitude scales, projective techniques yield a wider range of responses providing understanding of a consumer's thoughts and feelings, experiences, and motives (Donoghue, 2000;Doherty and Nelson, 2010). Indirect questioning also reduces the social desirability bias that results from respondents wishing to avoid embarrassment and project a favorable image to others (Fisher, 1993;Doherty and Nelson, 2010;Will et al, 1996). In addition, projective techniques are often inspiring to users as using them is fun and engaging for both participants and researcher alike (Doherty and Nelson, 2010;Will et al, 1996) and often stimulates discussion (Will et al, 1996).…”

“…Indirect questioning also reduces the social desirability bias that results from respondents wishing to avoid embarrassment and project a favorable image to others (Fisher, 1993;Doherty and Nelson, 2010;Will et al, 1996). In addition, projective techniques are often inspiring to users as using them is fun and engaging for both participants and researcher alike (Doherty and Nelson, 2010;Will et al, 1996) and often stimulates discussion (Will et al, 1996). The primary disadvantage of projective techniques found is the degree of difficulty and subjectivity related to the interpretation of the complex data (Doherty and Nelson, 2010;Will et al, 1996;Steinman, 2009).…”

“…In addition, projective techniques are often inspiring to users as using them is fun and engaging for both participants and researcher alike (Doherty and Nelson, 2010;Will et al, 1996) and often stimulates discussion (Will et al, 1996). The primary disadvantage of projective techniques found is the degree of difficulty and subjectivity related to the interpretation of the complex data (Doherty and Nelson, 2010;Will et al, 1996;Steinman, 2009). In addition, the reliability of measures is difficult to establish (Donoghue, 2000).…”

“…Several advantages in using projective techniques have been identified, including the amount and richness of the information collected. Compared to direct questioning using attitude scales, projective techniques yield a wider range of responses providing understanding of a consumer's thoughts and feelings, experiences, and motives (Donoghue, 2000;Doherty and Nelson, 2010). Indirect questioning also reduces the social desirability bias that results from respondents wishing to avoid embarrassment and project a favorable image to others (Fisher, 1993;Doherty and Nelson, 2010;Will et al, 1996).…”