Blog
Tuesday, September 16, 2008
Projective Techniques for the Uninsured
Being uninsured in today's economy, with its rising healthcare costs, may very well be one of the most emotional experiences people can have. Uninsured people may feel a broad array of emotions, from fear to anger to anxiety. In the course of any given day, people may feel a large number of these emotions. These emotions can have a huge impact on the types of plans offered and how carriers communicate with people.
We have found that getting people to articulate emotion in an interview is challenging, especially if you want to know what is behind their emotions and really probe the full meaning of their emotions.
The use of projective techniques can greatly enhance understanding the depth of emotions that people experience. One technique that we have used effectively is
collaging, where we ask respondents to prepare a poster of how they feel about being uninsured, using pictures, words, and images that tell the story of what they experience in a typical day or days. Other techniques can also be used, depending on study objectives.
Relying on the old adage "a picture is worth a thousand words", we can learn, in much greater depth, the true emotions of people. And that leads to more actionable research that can lead to meeting the true needs of people.
posted by John Riester at
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