Discussion
One set of consumers, during a focus group session, indicated that Dell computers reminded them of a Surfer, Apple computer was equated to a mad scientists and IBM computers to scrooge from the Dicken's tale. Which of the following qualitative research approaches matches to the approaches described above :
Answer: C
The approach is brand personification.
Brand personification asks consumers to describe a brand as if it were a person: what kind of person, what job, what personality. Comparing Dell to a surfer, Apple to a mad scientist and IBM to Scrooge (from Dickens's tale) is exactly this, and it reveals the human qualities consumers attach to each brand.
Projective techniques is the broader family of methods to which personification belongs. Visualisation asks people to create a collage or picture of the brand's users, and laddering probes the chain of reasons behind a preference, from features to deeper values.
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