The Projective Folder Test® is a market research technique which is designed for the purpose of helping people, within the marketing field, in making their final choice of one of the elements of the marketing mix (product, packaging, communication, logo) by applying, in particular, the measure of the image, that this element is going to develop and on a statistical base.  
 

 

The aim of this new research technique is to provide qualitative data (contained in image, positions, etc…) in a quantitative form.
The concern is not only in order to understand what happens in the consumer's mind, but also to evaluate this area in marketing terms.






 

 

 
 

 

Up until now, when confronted by a marketing problem, we have only had the option of using two main research methods
- Qualitative
- Quantitative

These research methods were strictly divided
However these techniques are dependent on each other and cannot be used separately.

 
 

 

In effect, in the case of the measure of the image, if the qualitative methods enable the correct understanding of the subject, how to make an important decision in the case of the modification of a logo or packaging, the launching of a new publicity campaign, etc… uniquely on a base of 2 or 3 groups of consumers each containing 8 people ?   Moreover, if the quantitative methods carried out on a large sample group appears to be Cartesian reassuring, it must be stated that the measure of the image, by rational battery items, disregards many of the mind functions and therefore proves itself to be inadequate in this case
 
 

 

An association between these two techniques has existed for more than half a century :

- • Its origin : Herman RORSCHACH
- • Its applications : psychological diagnosis
- • The tools : dots and statistics

 

The principle was simple :
- • Quantitative method : using a large sample group
- • Qualitative method : using dot projection as support

 

ALL ORIGINALITY AND INTEREST IN THIS METHOD RELIES ON THE FACT OF NOT TRYING BEFOREHAND TO INTERPRET THE RESPONSES, BUT, ON THE CONTRARY, TO UNDERSTAND THE SET PROBLEM AFTERWARDS

 

PLM Marketing Research has followed this approach by creating the Projective Folder Test®, associating the projective with statistical methods. The dots have been replaced by photographs selected for their intense evocative power from a database of 2500, all classified according to theme. Frequently these photographs refer themselves to the world of the product in visual terms, but are without any direct relation to the tested product (in order to favour the projective work of the consumers and to avoid direct rational reactions)

 

The photographs that constitute the database are firstly chosen for their evocative qualities and are then classified by the motivational themes evoked by each one of them

 

 
 
 
 

 

This inventory technique, the superficial product, make, packaging, etc… is submitted to a very large sample ( minimum of 120, 300-500 in general).

THIS IS A DIRECT QUANTIFICATION OF THE QUALITATIVE

 

- Development of the questionnaire. Upon each one of these photographs, whilst administering the questionnaire, the consumer must allocate one brand amongst four or five brands, one packaging among four or five etc… The consumer can only allocate one and one brand alone to each visual image (so as to force the consumer to make a choice) or no choice at all (to allow the possibility of not associating the image with any given brands). Following the administration of the Folder, it is advisable to replace the traditionally used questions to define the image of the product or brand, with a battery of items and a semantic scale or notation