Qualitative capability - techniques

We only ever use a technique when it has a real purpose and adds value to the research output (e.g. separating the individual from the group) or enhances the respondent experience.

Techniques that we may use include projective and enabling techniques, word associations, analogies etc. Examples of these approaches include:

• Pretasks: these can be complex or simple, but all are designed to facilitate the research by ‘priming’ respondents in a particular area, collecting detailed information or simply setting the scene and generating creative thinking prior to the group. Examples include collection of advertising material, collation of personal data, recall of specific events, event diaries etc.
• In-group individual completion tasks: tasks set within the group environment, these can be used to separate out the individual from the group response, ‘measure’ appeal or involvement in a concept or build upon group responses/ discussion
• Group tasks: performed by all, or a number of the participants, these tasks allow respondents to develop their own ‘agendas’ within the group subject context
• Enabling techniques such as collage boards, word boards, logo mapping, proximity mapping etc
• Projective techniques such as Gestalt Rooms, personification, word association, sentence completion, thematic apperception tests, role playing, third-person technique etc.
• Post tasks: respondents are asked to complete tasks after the sessions and report back on their experiences