A marketing firm is trying to develop an ad for one of its clients.It selects a group of people, shows them an unbranded visual that is under consideration for the ad, and asks them to create a story around it.A moderator or interviewer encourages participants to go beyond the literal and release some of the more elusive feelings and associations that the visual stirs up in their imagination.In this scenario, which of the following is being used by the marketing firm?

Question

Quizplus · Accepted Answer

The marketing firm is using a projective technique called the Thematic Apperception Test (TAT) to gather insights about the visual. The participants are asked to create a story around the visual which will reveal their subconscious emotions and associations, providing the marketing firm with valuable information for developing an effective ad.

A Marketing Firm Is Trying to Develop an Ad for One