Using projective techniques to tap into consumers' feelings, perceptions and attitudes ... getting an honest opinion

Simon Doherty, Roy Nelson

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)

Abstract

An investigation into customer loyalty to food retailers posed a methodological problem namely how to delve beneath the surface and access consumers' unspoken feelings, perceptions, attitudes and values. This paper explains how four different projective techniques were used to access the thoughts and feelings of 160 interviewees in order to obtain a thorough understanding of the interviewees' satisfaction with their 'main' food retailer and to characterize the relationship between the customer and retailer. A brief description of the use, analysis and examples of cartoon friends, word association, personification and mini case studies was provided in order to describe their role in the data collection process.
Original languageEnglish
Pages (from-to)400-404
Number of pages5
JournalInternational Journal of Consumer Studies
Volume34
DOIs
Publication statusPublished - 2010

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