In addition to their strong research backgrounds, our moderators are trained clinical psychologists. As a result, we have special expertise in projective techniques, of the types used by psychologists to uncover deep, normally unacknowledged feelings, thoughts, images and motivations that cannot be achieved in a standard focus group.

These techniques have proven to be particularly useful for product positioning, the development and assessment of advertising and for determining brand and company imagery.

The projective techniques we employ most often include Human Figure Drawings, Free Association and Category Sculpting. Other techniques we have successfully used include: Sentence Completion, Modified TAT (Thematic Apperception Test), Guided Imagery and Benefit Chain.

Of course, having the best qualified moderator conduct the sessions is only part of a successful project. Since we feel much important information would be lost, report writing is never delegated to a third party. Having the moderator write the report ensures that the analysis captures all the nuances observed during the groups.
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