Projection Techniques : Word Association: Animalisation A Qualitative Methods presentation by Lamia Abbasbayli Kais Ben El Hadj Word Association: Animalisation Subjects are required to respond to a series of words with the first animal/species that comes to their minds. Subjects are required to answer various questions like : - If XYZ was a category of animals, what would it be ? - What kind of animal would XYZ be ? - If XYZ was an animal, would it crawl, swim or fly ? Why do you think that ? - If XYZ was an animal, what kind of habitat would they live in? Savanna, forest, sea or what? - If XYZ was an animal, what kind of sound would it make? - If XYZ was an animal, which kind of abilities does this animal have? Is it strong, wise, fast or what? - If XYZ was an animal, will it be domestic or a wild animal? In what kind of context should we use animalisation as a technique ? The two most commun situations for using animalisation techniques in Focus Group Interviews are : - When the goal of the company is to create advertisment campains featuring animals - When a company wants to use animals as their logos or brand mascots What is the meaning behind using certain animals ? Each animal is associated with certain traits and characteristics, whether inspired from folkloric myths or scientific facts. Brand who want to be associated with these certain characteristic use animals in their logos/adverstisements as subliminal messaging to their clients, in order not to convey those characteristics explicitly https://youtu.be/bH8icl03Puo - Cannes Lions classics: animals in advertising https://youtu.be/uJAAfJ1P0G4 - Colgate Herbal White - Mr Beaver 2003 https://youtu.be/v-mmzouTABA - Duracell Running Bunny When you think of royalty and elegance in the animal kingdom, you’d be right to picture a graceful swan—so it’s no wonder the Austrian crystal maker Swarovski uses one in their logo The car manufacturer Jaguar is another example of how a brand can use the characteristics and qualities of an animal to showcase its brand values. The leaping feline in Jaguar’s logo showcases the beauty, swiftness, and power of their cars These companies didn’t choose their animals by picking them out of a hat. A lot of thought and research went into selecting an animal that perfectly aligns with their brand message. How many times have you heard these sayings? – Sly like a fox – An elephant never forgets – Fast as a cheetah – Loyal as a dog – Quick as a cat – Strong as an ox What are some commun values associated with certain animals ? Owls = Wisdom Fox = Cunning, tricksters and intelligent Cats = Cool, sly, charming and clever Lions = Proud, brave, magestic, noble
