Abstract:

This paper describes a methodology : "creative motivation research" in which a group of consumers using non-verbal techniques in a prospective and goal-oriented setting are led to express their motivations, desires and fears concerning a product and/or product field. Bridging the gap between research findings and their creative application is achieved by a similar approach with the working team involved on the project which allows to take both the research findings and the factual constraints into account. An application of this approach to an actual problem is presented : the positioning of a new brand of deodorant in France.