A new role for projective techniques

Alan Branthwaite and Peter Cooper

Marketing and consumers have changed since Projective and other Elicitation techniques were introduced into market research half a century ago.

A new role for projective techniques

Tapping the power of imagery

Alan Branthwaite CRAM International Ltd andPeter Cooper CRAM International Ltd

INTRODUCTION

When Vance Packard wrote The Hidden Persuaders in the 1950s, he drew attention to areas of the unconscious mind that were being exploited for commercial gain through the use of motivational research and projective techniques. He alerted the public to the methods employed by Madison Avenue through such figures as Ernest Dichter, Paul Martineau, and others in that post-World War II era. Seminal examples from their work included: sell convertibles as symbolising desires for...

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