Here we take a look at the use of Projective Techniques in Online Qualitative Research and how they can be used to unearth greater context and emotion

1. DUBISHERE.COM
Gathering Emotional Context & Greater Depth of
Feedback Using Online Projective Techniques
Dan Stracey
March 2016

2. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
@danstracey www.dubishere.com

3. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
TODAY’S WEBINAR
• Introduction to projective techniques
• The right tool for the job
• The (amazing) Blob Tree
• Closing tips and suggestions
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Projective
techniques

5. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
PROJECTIVE TECHNIQUES
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6. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
WHY WE NEED THEM
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Projective
Enabling
techniques

8. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
IS A BMW JUST A CAR?
Direct questioning
It’s the ultimate driving machine
They’re solidly built and hold the road
It’s a top quality motor
Using enablement techniques
It shows that I’ve ‘made it’
I’m the king of the road
It makes me (even) more attractive
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9. DUBISHERE.COM
The right tool
for the job

10. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
CONSIDER THE VALUE
Analogies and metaphors
Bubble drawings
Disruptive techniques
Magic shelf
Mapping
Mood boards
Me maps
Personification
Storytelling
Serious play
Intuitive collages

11. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
ASSOCIATION / METAPHORS
Describe the first three words that spring to
mind when thinking about train travel
In the context of cooking what does ‘making
something beautiful’ mean to you?
How I would feel if I was asked
to create something that was out
of my comfort zone
For me its a mixture of pride (and
sometimes surprise!) that everything has
gone perfectly, combined with a feeling of
success/being able to take on the world.
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12. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
COMPLETION
Ha, I’ve just saved £200!
You’ve been sucked in by
all of that marketing! Again!
It’s apple, I know it’s
more expensive but it
just works
Well I bought the S15 –
better spec, and it’s
cheaper. Plus I got a
5D headset. Woop!
All hail the iphone 10
form and function!

13. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
CONSTRUCTION
2015
Helped friends reconnect
Eclipsed by Facebook
Shared memories online
Social media pioneer
No flowers
And see how others are getting on in life
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14. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
EXPRESSIVE (TEXT BASED)
Pretend you’ve been in a relationship with [xxx] and write a love letter
talking through the highs and lows of your time together.
Dearest Amazon,
I know we have been close friends for many years and we have had our ups and downs,
but I have been thinking about you a lot and I think I am in love! Any time that I’m in need
of anything, and I mean ANYTHING, I rely on you to give me a good idea what I should
be paying and what my choices are.
I can count on you for quick and low cost shipment... The reviews you have provided
give me the security I need to know I am making a wise decision when I make a
purchase. I have never trusted anyone else as much in that respect.
I don’t have any other company in my life that treats me with the honesty and respect that
you do, so you can see why I am so attracted to you. I hope you feel the same about me!
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15. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
EXPRESSIVE (VISUAL)
How working at your company has changed you
(example member upload)
The relationship between skills and aspirations
(example member upload)
Company
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16. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
STRUCTURING
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Use of Mark up
for Blob Tree
exercises

18. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
BLOB TREE BY PIP WILSON
Available under licence from www.blobtree.com

19. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
COMMUTING EXAMPLE
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20. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
THE PARTICIPANT EXPERIENCE – SETTING THE SCENE
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21. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
THE MEMBER EXPERIENCE – SHARING FEEDBACK
Members can place up to 5 pins
2nd pin
1st pin
3rd pin
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22. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
SET UP USING THE MARK UP ACTIVITY ADMIN PAGE
Optional third prompt – e.g. tell us
more about why you feel this way
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23. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
MARK UP ANALYSIS
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24. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
HEAT MAP SUMMARY
Okay, so there are no seats but the
standing area isn't too
overcrowded today so I don't mind
standing and it's not too tight!
Claustrophobic, stressed,
drained. no room, delays,
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25. DUBISHERE.COM
Closing tips

26. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
WHAT TO USE WHEN
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To explore sensitive topics
Vivid recollection of occasions and experiences
Explore brand differentiators (e.g. USP’s, positioning etc.)
Word & image
association
Bubble
Drawings
Love
letter
Psycho
drawings
Blob
tree
Brand perceptions and relationships
To explore feelings and emotions
Epitaph
task
Brand
matrix

27. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
FINAL TIPS AND RECOMMENDATIONS
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• Consider the range of techniques at your disposal
• Think about potential for task completion outside the community
• Don’t attempt a technique you don’t believe in, or wouldn’t be prepared to complete yourself
• Use clear and concise instructions / get another person to review your instructions
• Consider topic sensitivity and opportunity to deploy tasks privately

28. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
www.qualitativemind.com
RESOURCES
Joanna Chrzanowska
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www.blobtree.com
Pip Wilson

29. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
WEBSITE &BLOG
www.dubishere.com
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30. DUBISHERE.COMGathering emotional context and greater depth of
feedback using online projective techniques
@danstracey @dub_research
UPCOMING WEBINAR
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Using Projective Techniques In Online Research Communities
Hazel Haskayne
Director, Engage Research
When: Thursday May 5th, 4pm GMT

31. THANK YOU
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