{"id":1259,"date":"2018-05-02T18:10:00","date_gmt":"2018-05-02T22:10:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1259"},"modified":"2022-05-24T18:10:42","modified_gmt":"2022-05-24T22:10:42","slug":"i-am-no-superhero-but-allow-me-to-use-my-projective-techniques","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/fr\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\/","title":{"rendered":"I AM NO SUPERHERO, BUT ALLOW ME TO USE MY PROJECTIVE TECHNIQUES!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">I am a big fan of the Marvel universe. After rushing to the movies this weekend to enjoy the franchise\u2019s latest release, I started quizzing my boyfriend on which superpower he\u2019d like to have. Time control would be his thing, as I myself contemplated the idea of telepathy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Telepathy is sadly not a tool marketing experts can count on. To help them dive into someone else\u2019s psyche, they instead use specific interview techniques called&nbsp;<strong>projective techniques<\/strong>. These were greatly inspired by clinical methods from the psychology field. One of the most famous among them is the Rorschach Inkblot Test, where a series of drawings that look like ink spots are shown to a patient in order to evaluate their personality and highlight any underlying psychological trouble.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Projective techniques used in a marketing research context are comparatively more lighthearted. Each of them is like a little game (i.e. word associations, writing a letter to a brand, cartoon-completion strips or even role-playing), and bring a playful mood to the discussion. In a previous article, we already explored the advantages of&nbsp;<a href=\"https:\/\/www.adhoc-recherche.com\/fr\/blogue\/les-benefices-des-techniques-projectives-lorsque-le-questionneme\/\"><strong>using<\/strong>&nbsp;<strong>these techniques<\/strong>&nbsp;<strong>during a focus group<\/strong><\/a>, their greater advantage being to uncover the emotional components of opinions rather than the rational expression of participants. By doing so, they allow a moderator to gather significant insights that might otherwise have stayed buried in participants\u2019 minds.&nbsp;<strong>All stakeholders can benefit from the use of projective techniques<\/strong>, meaning not only participants, but also moderators and clients.<img decoding=\"async\" src=\"https:\/\/www.adhoc-recherche.com\/app\/thirdparty\/phpthumb\/phpThumb.php?src=%2Fapp%2Fuploads%2Fimages%2Fblog%2F02-05-18-blogue.png&amp;q=100&amp;w=615&amp;hash=30c8c8cd30523028f4e621ac0ffd7b6b\" alt=\"\"><\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li>A focus group does&nbsp;<strong>mobilize participants for a fairly extended period of time<\/strong>, and topics can vary from pedestrian to challenging. Changing the pace from direct Q&amp;A techniques keeps it fun and engaging, ensuring a positive experience, which ultimately yields more useful insights. When designing the discussion structure, I usually make a point of including projective techniques at relevant moments of the discussion.<\/li><li>From a&nbsp;<strong>moderator point of view<\/strong>, these exercises&nbsp;<strong>can be used as an energizer<\/strong>&nbsp;by appealing to participants\u2019 spontaneity and creativity. By doing so, they can bring a second wind to the group. Projective techniques also allow&nbsp;<strong>to really dig in deep from multiple angles<\/strong>. At the analysis phase, the moderator will have more content to draw conclusions and formulate recommendations relative to topics that can be complex to explain in simple terms. They can also serve well at other phases of the research process. For example, we use the super power exercise when pre-selecting candidates to assess their communication abilities.<\/li><li>Finally,&nbsp;<strong>from the clients\u2019 point of view<\/strong>, these techniques usually output&nbsp;<strong>vivid insights<\/strong>. The ideas submitted by participants can serve as inspiration for slogans or marketing&nbsp;<em>persona<\/em>. Furthermore, any issue relative to the products or concepts that are being tested will without a doubt emerge, as projective techniques usually free participants from self-censorship. The insight generated can be quite inspiring for future strategies.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Beyond their above-mentioned perks, don\u2019t forget that&nbsp;<strong>projective techniques are also just<\/strong>&nbsp;<strong>fun to use<\/strong>!&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Diving into the psyche of customers is no super power, but still requires some skills. Projective techniques are wonderful tools, but one must use them wisely. With great power comes great responsibility\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I am no superhero, but allow me to use my projective techniques!  I am a big fan of the Marvel universe. After rushing to the movies this weekend to enjoy the franchise&rsquo;s latest release, I started quizzing my boyfriend on which superpower he&rsquo;d like to have. Time control would be his thing, as I myself contemplated the idea of telepathy. Telepathy is sadly not a tool marketing experts can count on. To help them dive into someone else&rsquo;s psyche, they instead use specific interview techniques called projective techniques.These were greatly inspired by clinical methods from the psychology field.<\/p>\n","protected":false},"author":13,"featured_media":1260,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[19],"tags":[],"class_list":["post-1259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-groupes-de-discussion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>I AM NO SUPERHERO, BUT ALLOW ME TO USE MY PROJECTIVE TECHNIQUES! - Ad Hoc Recherche<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adhoc-recherche.com\/fr\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"I AM NO SUPERHERO, BUT ALLOW ME TO USE MY PROJECTIVE TECHNIQUES! - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"I am no superhero, but allow me to use my projective techniques! I am a big fan of the Marvel universe. After rushing to the movies this weekend to enjoy the franchise&#039;s latest release, I started quizzing my boyfriend on which superpower he&#039;d like to have. Time control would be his thing, as I myself contemplated the idea of telepathy. Telepathy is sadly not a tool marketing experts can count on. To help them dive into someone else&#039;s psyche, they instead use specific interview techniques called projective techniques.These were greatly inspired by clinical methods from the psychology field.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adhoc-recherche.com\/fr\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\/\" \/>\n<meta property=\"og:site_name\" content=\"Ad Hoc Recherche\" \/>\n<meta property=\"article:published_time\" content=\"2018-05-02T22:10:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T22:10:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/8748d5af44fd122806eacc768f157ee41525266770_blogpost_thumb_blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"267\" \/>\n\t<meta property=\"og:image:height\" content=\"189\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marie-Christine Bruneau\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marie-Christine Bruneau\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\\\/\"},\"author\":{\"name\":\"Marie-Christine Bruneau\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#\\\/schema\\\/person\\\/e168804bc1e694ca49cc8827f8aeacbe\"},\"headline\":\"I AM NO SUPERHERO, BUT ALLOW ME TO USE MY PROJECTIVE TECHNIQUES!\",\"datePublished\":\"2018-05-02T22:10:00+00:00\",\"dateModified\":\"2022-05-24T22:10:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\\\/\"},\"wordCount\":551,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/8748d5af44fd122806eacc768f157ee41525266770_blogpost_thumb_blog.jpg\",\"articleSection\":[\"Groupes de discussion\"],\"inLanguage\":\"fr-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\\\/\",\"url\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/i-am-no-superhero-but-allow-me-to-use-my-projective-techniques\\\/\",\"name\":\"I AM NO SUPERHERO, BUT ALLOW ME TO USE MY PROJECTIVE TECHNIQUES! 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