Projective Techniques and Focus Groups MAR 6648 Marketing

Projective Techniques and Focus Groups MAR 6648: Marketing Research January 18, 2010

Overview • What are projective techniques? – What can they do? What can’t they do? – Are there modern versions of these techniques? • What are focus groups? – What’s it like to run one? What’s it like to be in one?

The Rorschach Test

The Rorschach Test • Procedure – – Researcher sits behind the participant. Hands the card to the participant “Tell me what you see…” Conceptually measures: Initiative, Desire, Preference, Psychosis • Validity – Correlation between inference & reality = -. 05 – Perceived correlation =. 65

Word Association • What is the first word that comes to mind when you hear the following… – Saccharine: __________ – Aspartame: __________ – Sweet ‘n Low: __________ – Nutrasweet: __________

Sentence Completion • People who use Master. Card are _______. • A man who has an American Express Card is _______. • A Platinum Card is most liked by _______.

Shopping Lists • Conducted in 1950 in response to unexpected customer resistance to Nescafe instant coffee • When women were questioned directly about why they did not like instant coffee, the typical answer was they did not like its flavor • Researchers suspected that flavor was an excuse

Describe each shopper… List #1 • Pound a half of hamburger • 2 loaves of Wonder bread • Bunch of carrots • 1 can Rumsford’s baking powder • Nescafe instant coffee • 2 cans Del Monte peaches • 5 lbs. potatoes List #2 • Pound a half of hamburger • 2 loaves of Wonder bread • Bunch of carrots • 1 can Rumsford’s baking powder • 1 lb Maxwell House coffee (drip grind) • 2 cans Del Monte peaches • 5 lbs. potatoes Haire, 1950

Picture Response

Thematic Apperception Test

Thematic Apperception Test Steele, 1964

Advantages of Projective Techniques • May elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study • Are helpful when underlying motivations, beliefs, and attitudes are operating at a subconscious level

Disadvantages of Projective Techniques • Require highly trained interviewers • Requires skilled interpreters for analysis • Serious risk of interpreter bias

But… • The IAT

Projective Measures • The important thing is that I find out what you’re thinking.

Focus Groups • Group discussion with 612 respondents focused on key topics by the moderator • Objectives – Open-ended and free flowing discussion – Synergies – Brain storming

Focus Groups • 98% of consumer goods companies use them • They are essentially a semi-structured group discussion – Videotaped and observed through one-way glass – Focused on a series of topics introduced by a discussion leader – Group members are encouraged to • Express their own views on each topic • Elaborate on or react to the views of others • Used to generate insights into thoughts and feelings • Best for preliminary research – Must be followed by by surveys or experiments • Depth interviews – Similar interviews with a single person

Setting up a focus group • Recruiting – Best practice: Run two groups for each segment – In general: Keep groups homogenous – Screening (avoid professional participants) • Incentives – Yes, you do need to pay people… – Typically $50 and up – “If you feed them, they will come” • Duration – 1 -2 hours (announced in advance)

Setting up a focus group • Location – Professional facility – Driven by context of group – Online • Preparation – Discussion plan – Moderator – Recording of content

Focus Groups: Common Applications • Understanding consumers – Perceptions, opinions, and behaviors for products and services • Product planning – Generating ideas about, or evaluate new products • Advertising – Develop creative concepts and evaluate copy material

Example: Liquiflapper Caps • Salad dressing bottle caps

Example: Shreddies • New: Diamond Shreddies!

Example: Mac Ad • 1984 all over again

Advantages of Focus Groups • • Richness of data Versatility, flexibility Impact on managers Relatively quick information

Disadvantages of Focus Groups • Potentially misleading data – Conformity and obedience

Asch, 1956

Asch, 1956

Asch, 1956

Disadvantages of Focus Groups • Potentially misleading data – Conformity and obedience – Highly dependent on the moderator and preset questions – Not a representative sample – Opportunity for misuse – High cost per respondent ($3000 -$5000 per focus group)

Potential Worth Depends on… • Group composition – Number of members (8 -12); number of groups (4+) – Group characteristics • Moderator characteristics – Most crucial factor influencing focus group – Must have good skills (observational, interpersonal, communication, interpretive) • Focus group setting – Relaxed environment – Observation and recording

Summary • Projective measures can get at ideas and reactions underneath the surface – But they can also get at ideas and reactions underneath the surface of the interviewer • Focus groups bring your consumers together to really understand what they think – Watch out for group influences and small samples