Question

Qualitative market research studies consumers’ thoughts and feelings toward brands and products. Researchers use "Projective Techniques" to explore consumers’ motivations, beliefs, attitudes and values.

ASSIGNMENT: In-depth Interview using Projective Techniques: 10 points possible

Do a Google search on “projective techniques” and select one of those techniques.

Choose a product or service you are interested in learning more about.

Interview three people in person, using the projective technique you have chosen.

Write a one-page (maximum) double-spaced summary of the interviews:

a. Brief description of each person interviewed: occupation, how you know this person

b. Brief paragraph (5-6 sentences) for each interview: insight gained about the product/service from the interviewee's perspective. what surprised you, if anything, what you would like to know more about, etc. (three paragraphs total)

5. Include your interview questions on Page 2 of your document.

Answer 1

Answer:

Qualitative market research studies consumers’ thoughts and feelings toward brands and products. Researchers use "Projective Techniques" to explore consumers’ motivations, beliefs, attitudes and values.

We want to run an interview for Time Machine Projective Techniques as below. Time machine is the one of the technique of Projective Technique we will use here.

Product – Television Models

Answer a:

Brief description of each person interviewed:

• Person A: he is a working person n corporate and he is my colleague in the organization. I know him for last 15 years.
• Person B: This is the person running his personal small scale business in my town. I know him from childhood, as both were living in the same location in my town.
• Person C: This is my relative, and he is working as a teacher in a government school. He is very keen on education model.

Answer b:

Interview Summary: We had an in depth interview with three person as consumers for knowing their motivations, beliefs, attitudes and values. We use the time machine projection technique in interview with these three consumers (A,B,C)

• Interview with Consumer A: We want to understand the views on important of television in the life of consumer A. Consumer A explained that television is very essential for his life because most of the information, entertainment and market awareness he is gaining from the television. He mentioned that initially the Television package was not so important as it was mainly focused for entertainment only, but today the other packages like news, education, health, knowledge, are the key aspect of television which are mostly attracting me and making high value addition in my life. In future, we would like the television to be equipped with like cell phone, so that we can use it as per our needs.
• Interview with consumer B: Consumer B states that he generally does not have much interest in television and the television for him is just a option for entertainment in free time. He mentioned that initially the television was a focus item, as it was new in market, but recently t is common and people use to see television in mobile phone itself. In future we does not see much future for television, because the smart cell phone is going to replace it , as it is more convenient than TV for users.
• Interview with Consumer C: Television has some impact to me now. Initially I was not interested in television, as it looks to be waste of time, because it was not having any value addition for life in terms of knowledge, guidance etc. But now onwards, the role of television is spreading and it is covering some useful aspects like details news, coverage on political issues, market information and world informations in details etc. and in easy way for understanding for a person. We are seeing television as an option for more value addition package for our life. We see in future, television will be the good option for children learning as well.

Answer: 5.

Interview questions are as below

• What is the role of television in your life ?
• How you like the television for your personal development ?
• How was the television technology in old days like 20 years before ?
• How the television technology in the current time ?
• How the television you expect in future after 20 years ?