Vector has used projective techniques in several public sector settings. In one instance we explored barriers to use of public transport by middle and high income groups. The negative images of people which emerged in the collages were at odds with the outputs from traditional focus groups where “better public transport/more information” are often the conditioned and fairly predictable responses.
Another project involved role play with potential applicants for retail and hospitality jobs. A shoe retail space was created and respondents played the part of assistants responding to a customer entering browsing and seeking to purchase. The exercises were conducted before and after intervention in conjunction with experienced retail and hospitality managers – with respondents fully briefed prior to the exercises.
The project identified the relative strengths and weaknesses in terms of meet and greet, interpretation of customer need and up-selling skills.