Question

Imagine yourself as the consumer research director of ABC Ltd, a San Francisco-based marketing research firm. One of your clients, Company X, a food company, is introducing a new brand of plant-based meat to the U.S. market, targeting young adults between 18 and 35 who are environmentally conscious. Market intelligence data shows, however, that around 60% of the young consumers do not repurchase the plant-based meat after their first purchase. Therefore, Company X wants to know more about the target market's attitude (including overall feeling, product knowledge, and intention to purchase) toward the plant-based meat. To help your client with this effort, you are asked to develop a research proposal that utilizes two types of projective techniques, sentence completion and third-person technique. Your proposal should include three sentences in the sentence completion section, and one scenario (with two questions) in the third-person technique section. In addition, you need to provide instructions to respondents and rationales for your choices of sentence, and scenario.

Sentence completion

Instruction to respondents: Sentences:

Rationale for designing the research stimuli

Answer 1

Research Proposal: Sentence completion and third-person techniques are recommended to gather insights into the attitude towards plant-based meat.

Step-by-step explanation:

Research Proposal:

Sentence Completion:

Instruction to respondents: Please complete the sentence stems below with your thoughts and feelings about the plant-based meat.

I enjoy eating plant-based meat because...

When I think of plant-based meat, I feel...

One thing that would make me repurchase plant-based meat is...

Third-Person Technique:

Scenario: Imagine a young adult named Sarah is at a grocery store. She notices the new brand of plant-based meat and considers buying it. In this scenario, what does Sarah think about the plant-based meat? Why is she considering buying it?

Rationale:

The sentence completion section allows respondents to express their personal attitudes and emotions towards the plant-based meat, which can provide insights into their overall feelings and intentions to purchase. The first sentence aims to understand their reasons for enjoying plant-based meat, the second to elicit their emotional response towards it, and the third to uncover potential factors that would encourage repurchasing.

The third-person technique places respondents in a scenario that simulates a real-life context. By imagining themselves as Sarah, respondents can provide more objective perspectives on the product, revealing their thoughts and considerations for purchasing. This technique helps to elicit specific information about Sarah's opinions and motivations.