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Las técnicas proyectivas en la comprensión de insight

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La utilidad que tienen las Técnicas Proyectivas para obtener insight publicitario

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Las técnicas proyectivas en la comprensión de insight

  1. 1. Las técnicas Proyectivas en la comprensión de INSIGHT <br />
  2. 2. ¿Qué son las Técnicas Proyectivas? <br />
  3. 3. Proyección <br />Las personas tendemos a proyectar nuestros contenidos inconscientes y propias personalidades en otras personas o situaciones cuando se nos revelan en forma de preguntas, estímulos y formatos no estructurados <br />
  4. 4. Se trata de técnicas cualitativas, no<br />estructuradas e indirectas de obtención de <br />información del consumidor con el objetivo de <br />que éstos proyecten sus motivaciones, <br />creencias, actitudes o sentimientos ocultos, <br />profundos y a menudo inconscientes. <br />
  5. 5. Permiten expresar más allá de lo racional <br />Estimulan un pensamineto de tipo más creativo, literal y metafórico <br />Audan al consumidor a comunicarse a otro nivel y vencer las resistencias (deseabilidad, verguenza) <br />Develan el significado simbólico de la marca <br />
  6. 6. Tipos de Técnicas <br />Técnicas Verbales <br />“Poner en palabras”<br />¿Si ese perfume fuera un animal cual sería? <br />Técnicas Visuales <br />Poner en Imágenes <br />Dibuja “el mundo coca- cola ideal” cómo sería ese mundo <br />Técnicas Ejecucionales <br />“Poner en actos”<br />Vas a actuar como una vecina chismosa, qué dirías de la Marca Pepsi<br />
  7. 7. Asociar <br />Asociación de palabras, personajes, animales <br />De Asociación <br />De Conclusión <br />Completar <br />Frases incompletas, Historias Incompletas <br />De Construcción <br />Construir <br />Personificación, Dibujo, Collage <br />De Expresión <br />Expresar la opinión de terceros. <br />Role Playing, Test de Zondí <br />Asociación de palabras, brainstorming , personajes, animales. <br />
  8. 8. Técnicas Proyectivas <br />Asociación de palabras <br />Frases Incompletas <br />Asociación de palabras, personajes y animales <br />Test de apercepción Temática <br />Test de Szondi<br />Test de Dibujo <br />Personificación <br />
  9. 9. Test de Szondi<br />
  10. 10.
  11. 11. Frases incompletas <br />Cuando vengo a este lugar yo….<br />Este lugar me recuerda a… <br />Si este lugar fuera como una persona sería como… <br />Las personas que acuden a este lugar son… <br />
  12. 12.
  13. 13.
  14. 14. Por qué acude a Norky´s? <br />Primero las razones lógicas para acudir…<br />R: Por sabor, comodidad, por el ambiente y la luz, por todo es un buen lugar. <br />
  15. 15. Herramienta Proyectiva<br />Cuando vengo a este lugar yo…. “Engordo”<br />Este lugar me recuerda a… “pollo”<br />Si este lugar fuera como una persona sería como… FiorrellaRodriguez (Galilea Montijo) <br />Las personas que acuden a este lugar son… “Les gusta comer Bien”<br />
  16. 16. Historia Detrás del Dibujo <br />Cuadro signo de elegancia, La sonrisa frente al plato, el cuadro y el platón: Ponen Buen ambiente <br />
  17. 17. Bibliografia<br />http://www.slideshare.net/cristinaqdavila/taller-de-consumer-insights-aplicando-tcnicas-proyectivas-para-conocer-motivaciones-de-consumidores-emergentes<br />Uribe, Rodrigo; Oliva, Ismael y Carolina Martinez. Buscando el insight del consumidor: Las técnicas proyectivas, usos y limitaciones.<br />Alfonso Chávez Uribe. Técnicas Proyectivas. Universidad de Colima. Facultad de ciencias de la Educación. Licenciatura en Educación Especial. Fundamento de la Evaluación Psicológica.<br />De la Riva. Técnicas Proyectivas dentro de la Investigación Cualitativa.<br />Research International. Técnicas proyectivas aplicadas a estudiar la conducta de compra<br />Boddy, C. (2005). Projectivetechniques in marketresearch: valuelesssubjectivityorinsightfulreality? A look at theevidencefortheusefulness, reliability of projectivetechniques in marketresearch’, International Journal of MarketResearch, 47 (3), pp.239-254<br />

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