Projective exercises have been a tool in the qualitative researcher's belt for a long time when conducting in-person research.
Drawing from the world of psychology, they are effective at tapping into the thoughts and feelings that consumers might tend to hide consciously and subconsciously. However, just because you've now taken your research online, doesn't mean that you can't also get the most from these wonderful techniques.
Although online qualitative platforms offer different experiences both for researchers and participants, in our experience researchers can harness the unique strengths of the digital world to administer projective exercises without losing any of the creativity and fun of the exercises.
So, if you are wondering how to translate offline projective exercises into an online qualitative environment, this set of templates is made for you.
They include guidance on which projective exercises should be used for which type of project (brand insight, product testing, journey mapping whatever study you may be conducting), as well as a full set of easy-to-complete activity templates that can be loaded directly onto our online qual and research community platform Together™.
We've organised the exercises around the 5 most common projective types: Association; Completion; Ordering; Construction and Expression.
There are 8 activities in total:
- What Comes to Mind When…
- A Conversation With…
- Fill in the Blanks
- What’s Important?
- Walk & Talk
- Pen to Paper
- Pandemic Pin
- Pin the Brand
Each projective activity comes with guidance on which tool to use in our online qual platform Together; the rationale for its use and recommendations on how to administer the projective exercise with your participants.
Make sure you give yourself the best chance of accessing your participant's deeper feelings and perceptions by downloading your editable copy of our projective technique templates today.