The projective tests and the scope of advertising.

It is not possible to dissectconsumer needs, using research methodologies that linger on the surface ( eg quantitative research ).

Here it is from this that need to go deep, overcoming the barriers of social conventions, to locate indirectly the most relevant reasons, the most articulate expectations and deep, especially with a high reliability rate.

Qualitative research is called, projective tests, they are moderated by the psychologist and are divided into:

-Associations: of words (both neutral and key) or image associations (like the Rorschach test). In this case, an analysis is made of the times, the frequency of response, the number of unresponsive subjects etc..
-Completion: of sentences or stories. TAT (tells a whole story),
-TEST Zaltman (or test of metaphors), Chinese portrait (If it were..)
-Construction: picture response e cartoon test. It basically consists of filling empty spaces in the stories set.
-Expressive: role playing and third person technique. Make the subject speak as if he should not choose him, but he had to identify himself with someone else. This will give him the freedom to decide without personal limitations.

In advertising they serve to identify thereasons for buying or not buying of a brand.