Assembled’s Projective Techniques Guide For Focus Groups In Singapore

This video guide offers innovative market research methods that reveal consumers’ subconscious attitudes.

Key projective techniques include:

1. Word Association: Encourages participants to connect products with spontaneous words or phrases. This projective technique provides broad insights but lacks depth in linking product features to their implications.

2. Product Manager Role Play: Engages focus group participants in envisioning themselves as product managers. It is ideal for stimulating creative ideas, but may result in impractical suggestions from less experienced individuals.

3. Empathy Design Task & Storyboarding: The moderator focuses on understanding users’ perspectives to create user-centric designs. It is a thorough approach that risks shallow outcomes if participants can’t fully empathise with the user. Having a focus group room that brings out creativity helps.

A Fresh Way To Conduct Focus Groups In Singapore

This video guide introduces modern methods to enhance focus group discussions in Singapore.

It emphasizes the role of a local moderator in creating a comfortable and engaging environment.

It suggests starting with broad discussions to help participants grasp the larger context, leading to deeper insights.

Active listening and appropriate probing are highlighted, alongside the importance of not rushing through the discussion guide.

The guide recommends using projective techniques, such as role-playing, to shift focus from complaints to problem-solving.

It also encourages focus group moderator to interact more with quieter participants with warmth and humour especially on topics people naturally don’t talk about. Thank participants and share incentives immediately.

Market Research in Singapore: Gen-AI Tips for Focus Groups

This video outlines innovative approaches integrating generative AI (Gen-AI) in focus group discussions:

1. AI First, FGD Participants Second: Initiates with Gen-AI generating initial product ideas or features, followed by participants refining or expanding upon these ideas, leveraging AI for diverse concept generation.

2. Participants React to AI-Generated Personas: Uses Gen-AI to create detailed customer personas from market data. Participants then analyze these profiles, gaining insights into customer needs and preferences in Singapore.

3. Critique of Gen-AI Ad Copy: Focus groups assess AI-generated advertising copy or campaign ideas, providing feedback to gauge consumer perceptions and AI's effectiveness in creating market-relevant content.