It’s part of our moderation job that we adopt projective techniques with respondents to explore and understand their underlying motivations and hindrances toward particular product/ services (--> here’s what I call my ‘job language’).
As the saying goes, a picture paints a thousand words.
One of the projective techniques we use is called collage building. Respondents are asked to select pictures to build a world of XX (XX could be a noun or a brand), and this world could include representations of people, objects, scenery, landscape, buildings, moods, environment, feeling, colours…so on.
As quali (short form for qualitative researchers), we sometimes joke about doing up our own collages. Or asking our prospective boyfriend/husband to do theirs as well as on many other things…so that we can take a look at our world or their world, or the world of XX…and detect if there’s any skeleton hiding in the cupboard ;)
And guess what I found recently on the net – visual DNA!
Darn. If I had known this sooner, we, the qualis, could have pioneered this! And we will go beyond the simple selection of pictures. We will also do segmentation, profiling, typology…whatever stats models, coming up with more robust stimuli and data…haa…
Anyways, here’s how my visual DNA looks like ...yar, aesthetics, I likes. And oh, you can 'personalise' the descriptions as well... yup, wrote those myself.
Go try it, and share yours :)
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