synapses quali projective boards schwartz values & self discrepancy theory
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Projective exercices and boardsbased on Schwartz values model & Self Discrepancy theory
2014
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SynapsesQuali
Schwartz theory of basic values
Social
focused
Person
focused
Protection
Growth
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SynapsesQuali
Defining each value
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SynapsesQuali
How to use it in qualitative market research ?
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As projective technique with dedicated interviewing approach
Looking for the discrepancy between Self and Ideal Self => discomfort,imbalance, frustration
Possible role of brand / product / service = fill in the possible gap between Self and Ideal Self Between “rational values” (Self and Ought Self) and more “emotional
values” (Ideal Self)
Defining aspirational values for your current customers, prospects or othersegments: how to solve the discomfort generated by self-discrepancy ?
Input for new communication platform, for new initiatives within theproduct field or extended to other domains
SynapsesQuali
How to use it in qualitative market research ?
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SynapsesQuali
Important to integrate the possible cultural differences in the analysis
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Examples of boards
SynapsesQuali
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ElephantOwl Sheep
LionTurtle
DolphinCat
St Bernard
Armadillo Eagle
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Arnold Schwarzenegger
Brad PittSean Penn
Vin DieselJim Carrey
Bruce Willis
Morgan Freeman
Sean Connery Leonardo DiCaprio
Tom Cruise
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Jodie Foster
Angelina JolieMeryl Streep
Halle BerryWhoopi Goldberg
Nicole Kidman
Emma Thompson Sandra Bullock
Julia Roberts
Scarlett Johansson
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PocahontasMulan
Baloo
Big BenSnow White
Peter Pan
King Triton AladdinRafiki Mufasa
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Interested in reinforcing emotional bond with your customers?
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