Home>What We Do>Constructive Techniques
Require a stimulus for focus. People are asked to create a story from a picture, scenario or other starting points. Essentially respondents are instructed to present their opinions of other people’s actions, feelings or attitudes. This allows people to respond freely as they are not explicitly stating how they would personally act, believe or think. They are usually extensive techniques useful for understanding the context and the bigger picture around an issue. Examples of this technique would include the Conceivers’ technique, Bubble drawings & Treemen.
Conceiver’s technique: We use this often to capture the ‘relevance’ parameter in an advertising/ product concept test. Instead of depending on direct questioning, the respondent is asked to get into the conceiver’s shoes. Thereafter we understand the consumer’s view of conceiver’s mindset and thought process and its appropriateness.
Bubble drawings: This is a common projective or enabling technique used by us, whereby participants are invited to fill in speech and thought 'bubbles' on a cartoon showing an imaginary situation relevant to the research.
The Blob tree- This is another example of using stimulus material to encourage respondents to disclose their feelings and emotions. Respondents can be shown pre-prepared drawings showing various characters living and interacting within a tree environment. Respondents can select the characters within the drawing that best represent how they (or someone else) might have been feeling in a given scenario. The insights are generated not by noting the individual tree character selected, but by questioning the respondent to understand specifically why that character was selected over others.
