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

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

3. The Rorschach Test

4. 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

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

6. Sentence Completion People who use MasterCard are ______________. A man who has an American Express Card is ______________. A Platinum Card is most liked by ______________.

7. 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

8. Describe each shopper… List #1 Pound and 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 and 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

9. Picture Response

10. Thematic Apperception Test

11. Steele, 1964

12. 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

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

14. But… The IAT

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

16. Focus Groups Group discussion with 6-12 respondents focused on key topics by the moderator Objectives – Open-ended and free flowing discussion – Synergies – Brain storming

17. 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

18. 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)

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

20. 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

21. Example: Liquiflapper Caps Salad dressing bottle caps

22. Example: Shreddies New: Diamond Shreddies!

23. Example: Mac Ad 1984 all over again

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

25. Disadvantages of Focus Groups Potentially misleading data – Conformity and obedience

26. Asch, 1956

29. 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)

30. 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

31. 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