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Projecting the right image: using projective techniques to measure brand image

Michael Hussey (Michael Hussey is Lecturer in Marketing Research at Aston Business School, Aston, Birmingham, UK)
Nicola Duncombe (Nicola Duncombe is Research Associate at Aston Business School, Aston, Birmingham, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 April 1999

7812

Abstract

Research has shown that consumers very often do not use explicit, concrete, rational factors to evaluate products, and thus their motivation to purchase is not always easy to articulate. Traditionally, marketers have used projective techniques in qualitative research groups to overcome this problem. This method is not infallible as each moderator brings his or her own style to discussions and subjective judgement to the interpretation of results, and it is practically impossible to replicate identically over time. The work presented in this paper describes the development of a set of implicit characteristics for two animation sets to which respondents will respond similarly and with consistency, through which we can identify the brand image held and consequently the motivations behind brand choice.

Keywords

Citation

Hussey, M. and Duncombe, N. (1999), "Projecting the right image: using projective techniques to measure brand image", Qualitative Market Research, Vol. 2 No. 1, pp. 22-30. https://doi.org/10.1108/13522759910251918

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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