Using Projective and Enabling Techniques in Research
What they are
‘Projectives’ are more properly called ‘projective and enabling’ techniques, since they include a broad range of tools designed to help researchers and participants access things people can’t or won’t say – without a little help.
(Some of these things are just habitual, or what we might call intuitive, some of them might be image-based or beyond words; others may be things people have never thought about or might feel judged if they share).
The term refers to the psychological mechanism of projection, where inner thoughts or feelings that are normally screened from consciousness are projected outwards onto something or someone else. One of the most widely used in the 1960′s was the Rorschach Ink Blot Test, where people were asked to say what they saw in the shapes. Psychologists marked and scored the answers for assessment of personality and thought disorder.
A lot of the techniques researchers now use are based on those used in clinical psychology in the past.
To the right you can see the TAT (Thematic Apperception Test), which gave people ambiguous scenes and asked them to tell the story of what happened before, during and after.
A similar idea is used nowadays in Storytelling.
Some of the techniques in common usage now are simply ‘enabling’ – they just help respondents express themselves more easily.
A key difference is that in Market Research the technique is seen as an aid to helping the respondent explain themselves. The researcher DOES NOT INTERPRET.
If you are not used to using them, you need to prepare
Prepare the respondents
Prepare yourself
Prepare the timing and atmosphere
1. Prepare the respondents
To avoid it coming as a surprise or shock mention in the interview introduction that you may be doing some ‘exercises’ as a way of understanding the subject more deeply. Then, when the time comes, explain why you might want to do it – for example:
“We have been talking for 40 minutes now and it’s been really useful; and I’m wondering if we couldn’t get even more stuff if we approached the subject a bit differently – from a visual angle, let’s say.”
2. Prepare Yourself
- Allow enough TIME in your discussion guide.
- At a practical level, make sure you have all the necessary materials.
- If it’s your first time, rehearse what you are going to say and how you will say it.
- Be prepared to DEMONSTRATE if necessary (without prejudicing/directing).
- You need to feel and act confident and comfortable. If you aren’t, your respondents will know, and it will put them off! Don’t attempt a technique you don’t believe in, or wouldn’t be prepared to do yourself.
Be prepared for individuals to ‘refuse’ – remember the Code says people don’t have to answer questions if they don’t want to. Ask them to observe and join in the discussion afterwards. For example:
“Of course I understand if you would rather not do this. It would be really useful if you could watch and then join in the discussion afterwards. It’s the discussion that’s most important.”
3. Get the timing and atmosphere right
Word Association and Mapping can work very early on in a group, but many of the other techniques need the group to have bonded, be relaxed and trusting (the ‘performing’ stage). One of the main reasons why they go wrong is that they are introduced too early.
4. Create the right mood
Some techniques need the moderator to be energised and enthusiastic – word association, for example. Others, like creative visualisation, need people to be relaxed and internally focused.
So put yourself in the right mood before you start the technique. Raise or lower your energy level, your voice, your rate of movement. They will mirror you and pick up the mood from you.
At base, just sound confident and encouraging.
5. Give clear and concise instructions
These are technique specific. Aim not to talk while handing out papers, pencils etc; wait till you have their full attention.
6. ALWAYS get respondents to interpret what they’ve done
Allow time for respondents to feedback why they’ve done what they’ve done
Use your usual skills of non-directive probing to reveal the thoughts, feelings, and motivations behindwhat they’ve done. And encourage them to share and develop the themes that have emerged.
The point of the technique is not the thing that is created, but the deeper and richer discussion that can be generated.
As you become more experienced as a researcher your authority and confidence will grow to the point where you hardly need to introduce the techniques at all – you can just flow into them.
Video of Julie Davey doing brand planet if permission.
