{"id":1298,"date":"2022-01-20T13:04:18","date_gmt":"2022-01-20T17:04:18","guid":{"rendered":"https:\/\/intermarketresearch.com.ar\/?p=1298"},"modified":"2022-01-20T13:04:18","modified_gmt":"2022-01-20T17:04:18","slug":"the-projective-and-the-online-in-qualitative-marketing-research","status":"publish","type":"post","link":"https:\/\/intermarketresearch.com.ar\/?p=1298","title":{"rendered":"The projective and the online in qualitative marketing research"},"content":{"rendered":"<p><strong>As researchers we have a &#8220;toolbox&#8221; full of options to tackle the projects we work on.<\/strong><\/p>\n<p>This \u201cbox\u201d is <strong>fed from multiple sources<\/strong>, among others:<\/p>\n<ul>\n<li>Theories from multiple disciplines, where psychology plays a crucial role<\/li>\n<li>Research techniques and tools, associated with specific disciplines or theories<\/li>\n<li>Our experience in other research projects<\/li>\n<\/ul>\n<p>The working premise that inspires us is simple: <strong>the &#8220;research object&#8221; prevails over the &#8220;research method&#8221;<\/strong><\/p>\n<p>In other words\u2026<\/p>\n<p><strong>Before each research project, specific and creative approaches are built that allow &#8220;answering&#8221; the objectives set out in the brief<\/strong>, renouncing the idea of \u200b\u200b&#8221;fitting&#8221; predesigned methods to new problems.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-1299 aligncenter\" src=\"http:\/\/intermarketresearch.com.ar\/wp-content\/uploads\/2022\/01\/09a9dc_d96879a3b5384d209e8dab4ad214356e_mv2-e1642698078954.jpg\" alt=\"\" width=\"503\" height=\"498\" srcset=\"https:\/\/intermarketresearch.com.ar\/wp-content\/uploads\/2022\/01\/09a9dc_d96879a3b5384d209e8dab4ad214356e_mv2-e1642698078954.jpg 503w, https:\/\/intermarketresearch.com.ar\/wp-content\/uploads\/2022\/01\/09a9dc_d96879a3b5384d209e8dab4ad214356e_mv2-e1642698078954-300x297.jpg 300w, https:\/\/intermarketresearch.com.ar\/wp-content\/uploads\/2022\/01\/09a9dc_d96879a3b5384d209e8dab4ad214356e_mv2-e1642698078954-150x150.jpg 150w\" sizes=\"(max-width: 503px) 100vw, 503px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>In this order of ideas, <strong>projective techniques are one of the most outstanding tools in the \u201cbox\u201d<\/strong>. Inspired by psychology, and more specifically by the &#8220;psychoanalytic&#8221; or &#8220;dynamic&#8221; school, they allow:<\/p>\n<ul>\n<li><strong>Access the unconscious content of our interviewees,<\/strong> that which the people themselves are not aware of as present in their psyche and\/or<\/li>\n<li><strong>Account for the conscious content of our interviewees, but unconsciously for themselves<\/strong>, that is, open the door to what people censor about themselves for whatever reasons (e.g. social desirability, shame, etc.).<\/li>\n<\/ul>\n<p><strong>Additionally, working with projective tools supposes another great advantage for their use: well planned and presented, they are a &#8220;light&#8221; content, &#8220;fun&#8221; to work with, both for the collaborators of the study and for the researcher<\/strong>.<\/p>\n<p>Now, projective techniques by themselves are not enough. Regardless of whether we use free association of words, ask them to draw something or imagine that a certain brand is a person of flesh and blood -among many other possibilities that we could use- it is crucial to have a broad knowledge of the culture, of the categories and \/or brands involved and, at the same time, of the \u201cconscious\u201d content of those same interlocutors.<\/p>\n<p><strong>So that?<\/strong><\/p>\n<p>To have a fertile interpretive framework that allows us to analyze the content obtained through these tools. Said colloquially: <strong>projective can seem like a game, but you have to take it seriously to exploit its full potential.<\/strong><\/p>\n<p><strong>What possibilities does the projective have in an online context like the current one?<\/strong><\/p>\n<p><strong>All possibilities<\/strong>. This is mainly associated with two reasons:<\/p>\n<ol>\n<li>The characteristics of online qualitative research require, to make it more &#8220;bearable&#8221; and &#8220;effective&#8221;, a good dose of &#8220;playfulness&#8221; and creativity, something that is totally in tune with the very nature of the most used projective tools in marketing Research. .<\/li>\n<li>Today there are a series of digital solutions that allow projective work to be done efficiently.<\/li>\n<\/ol>\n<p>In this context, at <strong>Intermarket Research & Insights<\/strong>, all the research we have undertaken since the start of COVID has not ceased to have the projective imprint that we believe is necessary. This, combined with a KnowHow built on more than 30 years of work in different countries of the region, gives us the possibility of providing our clients with actionable insights.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As researchers we have a &#8220;toolbox&#8221; full of options to tackle the projects we work on. This \u201cbox\u201d is fed from multiple sources, among others: Theories from multiple disciplines, where psychology plays a crucial role Research techniques and tools, associated with specific disciplines or theories Our experience in other research projects The working premise that [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[],"_links":{"self":[{"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=\/wp\/v2\/posts\/1298"}],"collection":[{"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1298"}],"version-history":[{"count":0,"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=\/wp\/v2\/posts\/1298\/revisions"}],"wp:attachment":[{"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1298"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1298"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/intermarketresearch.com.ar\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1298"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}