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As noted in the discussion guide, we prompted the participants to describe the characteristics and interests of the person they drew. We chose a construction technique because it requires less initial structure than the other possible techniques, such as verbal association, and there was less interpretation bias on our part because the participants verbally explained how they interpreted their picture following the projective activity...

The participants’ pictures and explanations revealed underlying values, attitudes, and beliefs about the brand.

Analysis of the Projective Task

Based on our projective task and participant rationale, we have come to the following conclusions about who the typical Feelgoodz brand sandal wearer is:

• A person who enjoys doing activities outdoors and listening to music
• A person who cares about eco-friendly products
• A person who is of college age or younger

Analysis of the Focus Group

Based on our discussion guide summary (see appendix c), we have come to the following conclusions about our focus group participants:

• The most important flip-flop characteristic is comfort
• Brand loyalty plays a large role in the purchase of a pair of flip-flops
• Participants become aware of flip-flop brands from their peers
• Flip-flop purchases are usually made when the old pair becomes worn out
• Males purchase flip-flops in malls and boutiques, females also shop online
• Participants would not pay over $20 for rubber flip-flops
• Eco-friendly products are not as important
• Brand awareness for the Feelgoodz brand of flip-flops is low among participants
• Participants see the Feelgoodz flip-flop as generic and undifferentiated
• Participants feel that the packaging is superfluous
• Facebook accounts are an important communication channel
• Google is the preferred search engine

Following review of the focus group transcript, we have become aware of the following management decision and marketing research problems and developed the following hypotheses to be addressed in the descriptive research stage...

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