Q: Pick a brand. Employ projective techniques to attempt to identify sources of its brand equity. Which measures work best? Why?
Free Word Association Test:
To carry out our Word Association test, participants were given a blank piece of paper with the words “Cartier.” on it. They were asked to write down words that they thought represented the brand and also, note down the strength of these associations using color coded lines. We allowed participant to have 3 levels of associations. The three colors were used in order of strength –Gold, silvery and red. First comes to mind is strong and the last is weak. After they had completed their association maps, we went a step further by asking participants to explain their wordings to us. This was so that we could understand where these associations were coming from, and see how we could either strengthen or improve them. A total of 15 participants were interviewed and their responses grouped according to similar words. To ensure that our participants were representative of our target customer, we interviewed both males and females, ranging from ages 18-45. Finally, we created a summary map to show the more common associations and to also paint a more conclusive picture of the associations that “Cartier” has in the minds of our participants.
Completion and interpretation Test:
In this the respondents are asked to complete an incomplete sentence or story. The completion will reflect their attitude and state of mind. For example:
1. In the occasions of , you may choose Cartier.
We can give customer a picture and asked to write a story about it. The initial structure is limited and not detailed like the completion test. For example: a cartoon is given and a dialogue is to written. A lady wears a watch of “Cartier” in a party and shows it to her friend. What does she say or what is happening?