Motivation Research: Using Projective Tests

Establishing Projective Tests In Market Research

In addition to depth-interviews, Dichter extensively utilized projective tests in his practice and helped establish them as an acceptable method in market research. Dichter, like Lazarsfeld, realized that in addition to the external factors like advertising and product features, the consumer’s subjective experience of a consumption experience influences their decisions. Instead of “buckshot advertising,” which lacked diversity in ad targeting, Dichter created scales that represented psychological reactions in the consumer (Dichter, 1949, p. 62). He then connected these points (e.g., identification with the ad, emotions aroused, agreement/disagreement, and so on) in the profile to determine the psychological effect produced. 

Projective tests were the perfect technique for placing a consumer into the purchasing environment and eliciting their personal perceptions. Projective tests act as imaginative re-creations of the real buying situation, allowing the researcher to uncover hidden motivations as the consumer projects them onto the test material. As famous motivation researcher Mason Haire once wrote, “the consumer is influenced by motives of which he is, perhaps, vaguely aware, but which he finds difficult to put into words” (Haire, 1950, p. 650). Additionally, Dichter reported that projective tests provide the consumer with a fun, non-threatening way to express their true emotions while removing social convention (Dichter, 1947). 

Dichter used a variety of projective tests: abstract picture tests, brand association to scenarios and personalities, psychodrama, sentence completion tests, thought bubble tests, and storytelling (Dichter, 1956 & 1959). For example, Dichter used a form image projective test with different types of deodorants to discover a Halo effect—the transferring of positive attitudes about a singular aspect of a product onto other aspects of it—with roll-on deodorant emerging as a superior product to other forms, like spray-on. Additionally,  Dichter often used multiple projective tests for a single project.

Types of Projective Tests Used In Published Market Research

Outside of Dichter, researchers have been using projective tests to study consumer behavior since the 1930s. With so many tests available, a system of classification became necessary to distinguish the different types of responses they elicited and the different tests associated with each response: 

• Associative tests—like word and brand association—allow participants to connect products with top of mind words, pictures, feelings, personality traits, animals, and thoughts in a reflexive manner. 

• Constructive tests—like narrative projection, photo-elicitation, collage creation, bubble/balloon cartoons (i.e., projective questioning)  and draw a picture—allow participants to create a narrative from a stimulus beyond simple associations and are directed towards how the character in narrative would likely act, think, or feel. 

• Completion tests—like an argument, sentence—allow participants to fill in the blanks in a given situation to project their thoughts and feelings into it. 

• Choice ordering tests—like value lists, product rankings, and picture arrangement—allow participants to show priority of one brand, product, or service over another and create benchmarks. 

• Expressive tests—like collage creation, role playing, drawing, and painting—and focus on the way that the material was created, rather than the symbolic meaning.

References:

Dichter, E. (1947). Why people chew Warren's Mint cocktail chewing gum and Bub bubble gum: a psychological study. 1947. Report. Hagley Museum and Library. Market Research & American Business, 1935-1965.

Dichter, E. (1949). A Psychological View of Advertising Effectiveness. Journal of Marketing, 14(1), p. 61–66.

Dichter, E. (1956). Progress report on the motivational research study for Time magazine on the why of Time's success. Report. Hagley Museum and Library. Market Research & American Business, 1935-1965.

Dichter, E. (1959). A motivational research study of the advertising, editorial, and promotional opportunities and problems of Outdoor Life magazine. Report. Hagley Museum and Library. Market Research & American Business, 1935-1965.

Haire, M. (1950). Projective Techniques in Marketing Research. Journal of Marketing, 14(5), 649–656.