- Journal writing
- Non-linear associations
- Perceptual mapping
- User drawings
Individual and group collages allow participants
to choose pictures and words from magazines that communicate how they
view a product or organization. Participants are sometimes better able
to express perceptions, emotions, beliefs and motivations through collage
work than by direct questions and answers. The collages can serve as resource
for the creative team.
By having participants complete a journal writing
exercise prior to the focus groups, insights can be obtained about their
daily lifestyles and what is important to them. Those insights then can
be built upon in the focus groups.
Using a non-linear template, participants fill
in all the associations they have with a brand or product. It is an effective
tool for quickly capturing the range of potential positive and negative
associations. The exercise can reveal consistent patterns about how a
brand is perceived and illustrate how a brand needs to be shaped.
Consumers naturally categorize brands and products.
Perceptual mapping is a tool that allows clients to see where consumers
place their brand or products in relationship to their competitors.
Participants draw the typical user of a product.
Their stick figure drawings communicate how they view a brand or product.
For example, they may draw someone who is young or old, high or low income,
or a Nordstrom or a K-Mart shopper. Often a pattern of a typical user
unfolds, showing whether a brand is resonating with the right target market.