Title: Are We Really What We Eat? Exploring Food as a Tool of Engagement and as Projective Stimuli
One way people get to know each other is to talk about their food. They share what they like, what they don't like, what makes them feel special, and even what gives them comfort. We see this in our own countries as well as across cultures when we travel. Traditionally, projective techniques involve using ambiguous stimuli to spur discussion, and ultimately, to gain insights. The speakers hypothesized that food could be used as a projective technique. They further hypothesized that food provides a context in which participants can quickly gain insights into another's culture. By getting participants to explore the role of food in their lives, these presenters show how food can be used to quickly promote cross-cultural engagement, to rapidly uncover participants' attitudes and ultimately, reveal the values held within and across each culture.
Participants in this webinar will learn:
- Definition of projective techniques and how they were incorporated into this project;
- How value-laden words quickly evoked associations with food;
- What someone's food choices tell us about them;
- Examples of themes uncovered, some conclusions and implications.
Rebecca Bryant — Bryant Research, LLC
Rebecca brings more than 20 years of marketing research experience to client work that includes communications research, brand positioning, customer value determination and new product development. An advanced RIVA-trained moderator, she is well steeped in qualitative research mothods and completely passionate about continuing education. Her client work has been recognized by both ADDY (Advertising) and PRSA (Public Relations Society of America) awards.
Tone Graaten — Moods Qualitative Research AS
Tone founded Moods Qualitative Research in June 2010, just a year and a half after she met long-time qualitative researcher Anita Lynne and they discovered their shared passion for qualitative research. Their company has concentrated from the beginning on tailoring the approach to each client's specific needs. Moods works with some of Norway's most renowned brands in fast moving consumer goods, retail, media, banking/finance and telecom.
Ilka Kuhagen — IKM GmbH
Ilka's company specializes in qualitative research for B2B, health care and international research. Clients of IKM are international corporations that focus on the European market, as well as German companies interested in global markets. Ilka began using online qualitative tools very early on and loves to combine methodologies to best address different target groups. Since 2014, Ilka has been an approved facilitator for ideation and creative problem solving; she hosts workshops for her clients.