Qualitative: Projective methods, collage techniques

 

Sue Burden, head of Brand and Communications Research at TNS UK, describes how pre-testing can be used with ads that are trying to be totally original and unexpected. Using the Sony Bravia TV 'Paint' ...

This paper is a response to Boddy's (2005) paper, published in the International Journal of Market Research, 47, 3, which called for more evidence on projective techniques applied to a research proble ...

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and le ...

he author of this paper utilizes the Tao Collage decoding system, which applies Taoist conceptual thinking to a semiotic framework, to provide a glimpse of how qualitative researchers viewed the futur ...

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of product ...

Projective techniques are often used in market research to help uncover findings in areas where those researched are thought to be reluctant or unable to expose their thoughts and feelings via more st ...

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. Children differ vastly between age and gender, with clear global social and cultural d ...

The author of this paper has applied the five movements of Tao to arrive at a “different” knowledge of the world of collages, by constructing an interpretative grid and observing how collages could tu ...

This paper applies the Way of Taoism to collages and colours as a means of explaining them, not as fixed entities but within the movement that stems from their interrelationship. A profile of a person ...

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep ...

This paper argues that semiotic and cultural analysis is the best and quickest way to first assess what is going on in any marketplace, before embarking on any other kind of developmental consumer res ...

The long-lived Helena Rubinstein brand of cosmetics was discontinued in the United States in 1988, but retained and expanded in Europe and Japan. This paper provides details of the brand's history, ma ...

BrandSight Gallery is a collection of visual images validated for international research. This article describes its development and use. Analysis of the components of brand image and a way that consu ...

This paper discusses the use of qualitative projective techniques in anticipating the Millennium. It argues that the Millennium will have an immense impact on people's behaviour and attitudes and ther ...

This paper proposes the use of oppositional collages (world pairs) to help clarify respondents' meanings in focus groups. The collages are informed by the semiotic principle of 'not-ness'; which argue ...