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All individuals have two levels of needs, the
conscious and the unconscious. The conscious
level is the outer surface level. It is manifest in
more rational, socially acceptable behavior
and
responses that an individual is able to
articulate.
The unconscious, in contrast, is
based on a much
more powerful set of needs
that are expressed
more subtly in wishes, dreams,
fantasies,
conflicts, fears and anxieties. It is this more
basic
set of needs that shape personalities and drive
conscious attitudes and behavior.
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The Psych Map consists of a number of interviewing techniques designed to
elicit more deeply held thoughts, beliefs, and feeling. It is this deeper layer that often unconsciously
drives consumer behavior. These techniques are projective in nature and consists of devices such as free
association, personification, dream imagery, storytelling, figure drawing etc. Responses are then decoded by
the psychologist for their unconscious meaning. It is this insight that can determine brand identity as well as unconscious motivations for brand choices.
Free association is a projective technique that asks the respondent to share the first three words that come to mind when thinking of any category, or viewing an ad. These words are an entryway to the subconscious because they are to be shared quickly without forethought.
These shared words are then explored in depth in order that we might reveal deeper connections between the consumer and the desired category, brand or ad.
Dream work is a proprietary projective technique that would have the respondent imagines the brand in a fantasy as represented by anything other then itself; a person, animal, object, image or place. The imagined image is then explores in depth in order that we might reveal the hidden emotional supplies being offered by the brand in question.
This technique will also help uncover the hidden anxieties that might be triggered by the brand for certain consumers within the target group.
Storytelling is a proprietary projective technique which asks the respondent create a story that would lead to the purchase the desired brand. We would explore the characters that are placed in the story, and listen for the underlying needs, wishes, conflicts and defenses that are presented.
How is the underlying conflict resolved in the story and what unique fole is played by brand? What would occur if the respondent were asked to continue the story for five more seconds? All these issues are explored in depth in order that we can receal the emotional dynamic that result in using the brand. This exercise may also include having the respondent share a “brand moment”.
The “Brand Moment” is an depth exploration of when and how the brand is used or consumed; is the consumer alone or with others? What time of the day? What is the mood? What is their earliest memory of using the brand? All of these reactions are explored in depth in order to learn the emotional richness of the connection between the brand and the target consumer.
ARCHETYPE INSIGHT TECHNIQUE |
This proprietary projective technique would have the respondent choose among a number of pop culture archetype image the ones that fir best with the brands in question. If, for example a respondent chooses three different archetype images for a particular brand, these images would be explored in depth in order that we can reveal the critical psychic supplies that are provides by brand.
This exercise will also unearth the hidden resistance to the brand as we explore the corresponding images.
This proprietary projective technique would have the respondent imagine two types of consumers; one who purchases the desired brand and a second who prefers a competitor. We are most interested here in having the respondent create the personality and life style of each imagined consumer.
This followed by a Jungain sentence completion exercise where we would have the respondent reveal how each imagined consumer was as a kid, how each would act if out socially, if each were a car, if each had a favorite TV show, if each were a drink, or if each were a famous person. All these responses are explored in depth in order that we reveal the personality structure of each type of consumer.
This exercise helps us to uncover the important psychological sub-groups that comprise the target groups of consumers.
This proprietary technique would have the respondent draw two circles (or more if needed) on a piece of paper; one representing themselves and a second representing the category, brands, or issues being addressed. Here we look for the relative sizes of the two circles, where they are placed in relation to each other, and what colors are chosen to draw each circle.
These elements are explored in depth in order that we can more fully understand the subconscious connections between the consumer and the category or brands in question.
This proprietary exercise asks the respondent to create a thirsty second story or fairy tale that would leave them highly motivated to purchase the brand in question. Who would they place in the story? What underlying conflict is being presented? What unconscious role does the brand identity play in the story?
What are the conscious as well as unconscious supplies that the respondent needs from the brand identity? All of these important dynamics are revealed through an in depth exploration of their fantasies.
By exploring the content of the story in depth we are able to bring to light the best fit between the personality needs of the target consumer and the emotional suppliers of the brand identity.
| HUMAN FIGURE DRAWING TECHNIQUE |
This proprietary technique would have the respondent draw a male or female figure.
We would explain before hand that there is no need to be concerned about how well the drawing is made. We would then have them title the drawing, exploring the name they have chosen. In addition we would have them tell us about this fictional figure they have drawn.
What type of woman is this? What do you admire most about her? What might you least admire about her? If she could change one thing about herself or he life what would it be? This is a powerful exercise that helps uncover emotional powerful exercise that helps uncover emotional issues regarding body image, Self-esteem and self-perceptions of the intended target groups.
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