EVALUATION OF REPLICATED PROJECTIVE MAPPING OF GRANOLA BARS

Abstract

ABSTRACT The application of projective mapping to quickly gather information on overall product differences provides a unique way to probe consumer perceptions and gather product information. A group of 15 consumers performed a projective mapping exercise three times on a set of eight “berry flavored” granola bars, including descriptors of the products. The projective mapping task was performed in replicates to evaluate the consistency of results obtained via this technique. Analysis of the replications by multifactor analysis indicated for the majority of consumers, that the three individual maps did not show a high degree of similarity (80% of RV coefficients < 0.5). However, consensus maps from the three replications indicated a similar group perception of the products over the replications, as depicted by hierarchical multifactor analysis. Terms collected from the maps were summarized and regressed into the product space for interpretation, both in terms of consumer criteria used to differentiate among products and identification of key product attributes. PRACTICAL APPLICATIONS The findings from this study add to the growing knowledge on projective mapping. The results presented here aimed to substantiate the value and reliability of projective mapping when used with consumers. Although projective mapping is not a replacement for quantitative descriptive analysis, it is an efficient tool for consumer research; as well as product or category exploration which can be utilized early in the product development process. The addition of descriptors directly onto the maps by panelists makes it possible to use projective mapping as a stand-alone method by increasing the amount and interpretability of data provided by panelists. When used with consumers, projective mapping links the consumer perception of the product space with a consumer-driven lexicon.