Las TÉCNICAS PROYECTIVAS | Tipos y EJEMPLOS | Lorena Ronda | Universidad de Deusto

Introduction to Projective Techniques

Overview of Projective Techniques

• The video introduces projective techniques, commonly depicted in films where individuals interpret inkblots or images.

• These qualitative techniques help uncover hidden feelings and emotions in psychology and consumer behavior, as consumers may struggle to articulate their thoughts.

Types of Projective Techniques

• Projective techniques are categorized into five types: associative, completive, ordering, constructive, and expressive.

Associative Techniques

Understanding Associative Techniques

• Associative techniques involve linking concepts; for example, presenting words or images to evoke responses from consumers.

• A famous test mentioned is the "Rorschach test," which uses inkblots to gauge associations made by individuals.

Completive Techniques

Exploring Completive Techniques

• Completive techniques require participants to finish incomplete statements. An example includes asking what they would do first in a shopping mall.

• These methods encourage spontaneous ideas without closed options, allowing insight into consumer imagination.

Constructive Techniques

Insights on Constructive Techniques

• Constructive techniques ask participants to create narratives based on given scenarios or images.

• Examples include Murray's picture series and the "Blackie" comic test that prompts storytelling about a dog’s adventures.

Ordering and Selection Techniques

Delving into Ordering and Selection Methods

• Ordering techniques involve arranging sequences of objects or actions based on preferences or reactions.

Understanding Expressive Techniques in Consumer Interviews

Overview of Expressive Techniques

• The speaker discusses the importance of organizing thoughts quickly to make sense of interview sequences, emphasizing the need for clarity in methodology.

• One expressive technique involves role-playing scenarios where consumers embody brands (e.g., JP Morgan, Iberia, Amazon) at a party to reveal their perceptions and behaviors associated with those brands.

• This method helps uncover how consumers view brand personalities as if they were individuals, providing insights into consumer-brand relationships.

Analyzing Consumer Behavior

• Another approach is comparing two similar consumers who purchase different brands of coffee—one opting for a generic brand while the other chooses a popular one.

• This comparison allows researchers to explore differences in lifestyles and self-descriptions based on purchasing behavior, highlighting how subtle variations can lead to distinct narratives.

Insights from Projective Techniques

• Projective techniques are valuable for revealing hidden emotions and thoughts among interviewed consumers, encouraging deeper understanding beyond surface-level responses.