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![]() ![]() ![]() These tests, based on Freud’s theory of projection, were thought to allow unconscious beliefs and desires to surface through their open-ended structure, which was believed to be less threatening to people. ![]() However, while focus groups can provide some insight, the history of projective tests (aka ink blot tests) in psychology offer a cautionary tale on solely relying on this kind of self-reported qualitative data.īeginning in the early 20th century psychologists and psychiatrists developed projective tests to diagnose mental disorders and gain access to patients’ unconscious beliefs and desires. Focus groups can provide a valuable form of qualitative research, giving companies insight into consumers’ beliefs, desires, and attitudes surrounding a product. The Subjectivity of Focus Groups and Ink Blot TestsĬompanies need to understand how people see their products and what they want, so asking customers about this in a focus group seems like a great idea. Share this blog post on Twitter Share this blog post on Facebook Share this blog post on LinkedIn
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