A technique is projective when it indirectly encourages the expression of psychologically motivating material (imagery) of which the respondent is otherwise unaware. Most projective techniques do this by presenting the question so that the consumer believes her response is part of a game which could not possibly reflect on her personality. Projectives allow research participants to sit back, relax, and to view their responses as if they were watching a movie screen, unaware, for the moment, that they wrote the film and that they hold the projector. Instead of simply asking the respondent "If this soda can were a person, what kind of person might it be?" the moderator positions the question as an experience. She tells respondents they are about to engage in a fun exercise, uses a relaxation technique, helps them imagine the soda can in their mind (as opposed to directly looking at it) and then says something like "Now imagine you see a hand reaching for the Diet Sunkist . . . what does the hand look like? Describe it in detail. Now, what about its owner? Their occupation? etc." (She continues to get a rich description of the image).
The Livingston Group is a full service quantitative research firm. We customize the research elements of every marketing study we develop, and provide valid, meaningful and practical information to our clients.
Our proprietary methods for quantifying imagery and emotional response go far beyond direct questioning and adjective checklists. We have carefully developed questions that encourage actionable answers to each client's most pressing marketing questions.
The Livingston Group can work with you to develop optimal positioning and concepts for your new product, restaged product or line extension. Through our proprietary research methods we also identify language, imagery and specific signals that offer the best opportunity for leadership in your category. We can give you the kind of numbers that tell your story better than anyone else.
A partial list of quantitative studies:
See, hear, and sense the hidden needs and beliefs of your customers.
Our training in psychology allows us to explore the emotions behind both verbal responses and the unexpressed, underlying attitudes. Our moderators are skilled in reading the nuances conveyed by body language, facial expressions and voice tonalities. We know when to provoke, probe, and pursue and when to take a more passive role in the discussion.
Our final reports clearly portray responses, analyze differences among key segments, and make recommendations for possible future steps.
The Looking Glass™ technique digs beneath the surface of participants' responses. Using people's innate meditative capacity, we tap the hidden resources, powerful emotions and buried associations that contribute to consumers' attitudes and behaviors.
SnapShots™ - is a propriety technique to discover brand imagery and product experience. Consumers use crayons and markers to convey their feelings about products and evoked sets. The Livingston Group staff psychologists interpret the pictures for meaning and implications.
Qualitative Research Studies: