StoryBranding(TM) 2.0: Creating Standout Brands Through the Purpose of Story by Jim Signorelli

Author:Jim Signorelli [Signorelli, Jim]
Language: eng
Format: mobi
Publisher: Greenleaf Book Group Press
Published: 2014-02-22T14:00:00+00:00

OTHER TECHNIQUES USED TO DEFINE THE PROSPECT

Two other types of techniques can be used to get at the prospect’s outer and inner layers. The first consists of a large body of projective techniques. The second consists of what some refer to as ethnographic research.

Projective Techniques

Unless you are relying on a trained interviewer, it may be difficult or impossible to get a respondent to articulate his or her reasons for needing or wanting certain benefits, both functional and emotional. Projective research can be used instead. This draws from a large body of different techniques, all of which provide prompts (or stimuli) to encourage respondents to project their underlying motivations, beliefs, attitudes, or feelings onto an ambiguous situation.

Examples of projective techniques include

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.