What?! Conducting quantitative concept screening without screening respondents based on demographics, category and brand usage, and attitudinal statements? Asking respondents to tell us how they think a product will do in the marketplace – and not their personal purchase intent – and using that information to filter concept ideas? WHAT THE WHAT?! Find out how Jack in the Box used a projective research technique rooted in human instinct to identify product concepts to hone and fast-track.
- How keeping respondents in fast-thinking mode helps to reveal the breakthrough concepts or fixable elements that traditional survey measures often overlook
- Why a projective, social mindset helps to tap more instinctual and expressive responses