The document discusses 7 projective techniques that can be used in market research: 1) The Trash and Treasure Box exercise where participants sort items into categories, 2) Collages where participants create images to represent their feelings on a topic, 3) The Magic Wand exercise where participants imagine 3 ideal improvements, 4) The Proust Questionnaire where participants associate brands with senses, 5) The Once Upon a Time storytelling technique, 6) The Goose Game progression exercise, 7) The Courtroom debate technique where groups argue different perspectives. The techniques are described as insightful ways to explore people's thoughts and feelings on various topics.

1. 7 ESSENTIAL
PROJECTIVE
TECHNIQUES IN
MARKET RESEARCH
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2. THE TRASH AND
THE TREASURE BOX
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3. Operating the same way
that a like/dislike exercice,
but with more original touch
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4. THE COLLAGE
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5. Collages are a great way to explore
people’s thoughts and feelings.
Ask respondents to find pictures that
represent how they feel about the topic.
Always ask for some explanation.
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6. THE MAGIC WAND
AND THE 3 WISHES
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7. Sky is the limit! Very insightful,
this is one of my favorite technique.
Ask participants to imagine
3 ideal improvements (of a product, a
situation...), as if they had a magic wand.
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8. THE PROUST
QUESTIONNAIRE
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9. Proust Questionnaire is especially helful
to explore a brand image.
If Nike was a smell, what would it be?
If it was a color? If it was an animal? etc.
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10. THE ONCE UPON
A TIME
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11. Ask participants to write a story,
about a brand or about themselves
as consumers. Let them write the story
from scratch or suggest some elements
as a starting point.
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12. THE GOOSE GAME
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13. The game represent a progression,
with a starting point and an end,
and plenty room in the middle
for consumers to describe
a process or a timeline.
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14. THE COURTROOM
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15. Half of the focus group is the prosecution,
the other half is the defense.
Give them a few minutes to prepare
their ideas. Then open the debate:
each team must answer the specific
argument of the other team.
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16. DOWNLOAD
A FREE TEMPLATE
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Want to know more?
with the right questions to ask