Projective Tests : A discussion

RMD Presentation Group-7

Ankit Agarwal Ankur Bansal Samir Jain Saurabh Sathe Shashank Shekhar

Projective Techniques
- peeking into the mind
Bringing

out emotions, associations and internal conflicts from the subconscious, in response to a stimuli. on Freuds Conception of the Human Psyche the subconscious attitudes and motivations are hidden from conscious awareness.

Based

Traditional

Techniques may not elicit deep seated motivations.

Some common variants

Projective Techniques Association & Completion Personality Interview List based profiling

Construction

Word Association

Story Telling

Sentence Completion

Dream Sequence

Thematic Apperception Test

A brief of the methods

Word Association
Developed by Carl-Jung, explores the existence of memories and perceptions around a central theme

Sentence Completion
Respondents complete sentence "stems" with their own words

Story Telling
A technique in which respondents are required to tell stories about their experiences

Dream Sequence
A technique used in story telling to set apart a brief interlude from the main story

Thematic Apperception Test

A technique where the persons responses reveal his underlying motives, concerns and the way he sees the social world

Personality Interview
It uses ambiguous stimuli requiring the person to respond thereby projecting his/her personality

List Based Profiling

A technique used to gauge personality perceptions of a person through usage of a list of products

Projective Tests:

Applied to evaluate the Perceptions of Tata Nano among current and potential users

Word Associations
Poor Interiors
Design Compromise For Short-drives only Cannot climb up slopes Dangerous Engine Problems Slow, low top-speed Slow Acceleration Safety concerns Unreliable Poor Performance Cheap, Low quality Cannot drive in rough terrains Lower Social Class Auto-rickshaw like No boot space

Noisy Small Leg space Budget Constraints Miserly

Social Stigma
Catches Fire Low Income

Colourful Good Service and Spares Turns in narrow lanes

Shopping for daily needs Women Empowerment Trendy Youthful

Tata NANO
Convenience

Willingness to compromise on social class Ratan Tata National Pride Country of Origin Indigenous Car

Promise fulfilled

Small family Value for Money

Family Car
Compact

1-lakh car

Value Conscious Economical

R&D, Innovation Aspirational for scooter owners

No parking hassles

Word Cloud

What people actually think

Not for rugged roads 4 wheel ed auto Physique Unsati sfactory Lower middl e Relationship class Personality Cute Smal l and Cosy Del icate

Culture

Tata Car

Zippy

Reflection

Self Image

I nnov ativ e Val ue for money

List-based profiling
Pulsar
Outgoing, movie buff, Rich, resourceful, Socially active Ambitious, Fashionable, Belongs to tier 2 city,

Second-hand car
Upper middle class guy, Concerned about appearance, Value oriented/minimal in technology, Socially Active, Peer group oriented Looking for a girl Brand conscious on tangible aspects
Life is what happens with a bunch of frineds and a car

Tata Nano
Tech savvy Socially active Smart Looks for value for money Confident, doesnt care about peer group perception Goes for late night parties a lot
Innovation is cool man!

My bike! Showstopper in the campus

Perceptions of a student who owns these vehicles

List-based profiling
Pulsar
Time matters to him while travelling short distances (within city) Trendy, Stylish Tries to remain young Speed matters to him Lazy during rainy season
I have a busy lifestyle and want everything to be perfect. In my life nothing is left to chance

Second-hand car
Cares for family Societal perception towards him matters a lot Aspirational but economical Prefers going to Mcdonalds instead of Dominos

Tata Nano
Cares for family Societal perception does not matter, self centric Prefers new things over second-hand Must be first car Lives in a place where it rains a lot
I look for value for money options

Focus on price
Less is more

Perceptions of a working professional who owns these vehicles

Completive Techniques for Tata Nano

Driving in India is Painful, time consuming, headache, bumpy

The feeling of Tata Nano arouses The appearance of Tata Nano The performance of Tata Nano
Non-users

Cheapness, danger, yellow cheap cab, stuck in small cab Compactness, easy commutation, national pride, hope

Cab like, mouse like, egg shaped, improved auto-rickshaw, cheap Cute compact car
Chinese, scooter like, noisy drive, engine problems, stalls on slopes Small family, value conscious, first time car-buyer Users

Completive Techniques for Tata Nano

To me the Tata Nano means (only for current-users) Car for the lower-middle class, my first car, pride of family and nation, innovation, empowerment, comfort in shopping/parking

A family of 4 who cannot go on a scooter and has no problem with status in society

The Nano fits best

Smooth roads, plain terrains, shorter drives Low income segment, budget constraint, un-intelligent decision maker, second car owner Cute compact car Users

The Nano owner is best described as

Non-users