Projective Techniques In Qualitative Research

Class Assignment (Maximum Marks: 20)

“Belief is to believe in something that is intangible and invisible.” (Napoleon
Bonaparte)

1. The Open Template

Methodology: Each respondent receives a blank ―Open Template and is asked to

fill in the template with what he/she is thinking, saying, and feeling about the
product category.

Situation: Fill the following open template; one for the user of a Digital Bank kiosk
and other for its non-user.

What he’d What he’d

be be
thinking? thinking?

What he’d
be feeling?

What he’d
be feeling?

USER NON-USER

2. Mind Mapping

Methodology: A projective technique designed to elicit both broad and deep

associations, during focus groups with customers. Mind mapping is a whole brain
technique as it gets at the rational left-brain and emotional right brain. Also
important to research, mind mapping identifies not only primary needs, but also
second-and third-order needs associated with a particular product/service
category.

Situation: Write down the discussion topic (Digital Banking kiosk/ branch) in a
circle in the center of a blank sheet of paper. Think for a few minutes and then
write down everything you could think of, working out from the center and
creating ―branches or ―chains of thoughts and feelings. You can take each branch
as far as you could. After completion, please circle the branch of most significance
to you.

<< Take a picture of the paper and insert here>>

3. World View

Imagine a world of ‘Digital Bank’, what all things would be there?

WORLD OF DIGITAL BANK

1.
2.
3.
4.
5.
6.
7.
4. Sentence Completion:

When I think of a digital bank outlet/kiosk, I think of………………………..

The best thing about a digital bank outlet/kiosk is……………………………

5. Role Playing:

“If you were the digital head of SBI inTouch, what would you do to improve the
digital banking outlet?”

………………………….

6. Imagery:

Make a list of things that are there in/ are associated with the following two:
 SBI inTouch Your IDEAL Digital bank outlet
1. 1.
2. 2.
3. 3.
4. 4.
5. 5.
6. 6.
7. 7.

7. Others:

7(a) Based on your experiences, make a list of facilitators to use a digital bank
kiosk and your interpretation of those {should be different from the list given in
7(c)}.

Facilitators Interpretation

7(b) Based on your experiences, make a list of barriers to use a digital bank kiosk
and your interpretation of those {should be different from the list given in 7(c)}

Barriers Interpretation
7(c) Apart from these, here is a list of facilitators and barriers that are culled out
from literature. Give your interpretation of these.

Factors Interpretation
Service
Environment
Ambience
Interface
Credibility
Need for Human
Interaction
Substitute

Best of Luck!