Abstract:

In the papers on qualitative market research, which were read at the past two ESOMAR congresses, the slogan "new qualitative research" was formed. It referred to the presentation of a number of "new" methods and questioning procedures, part of which are based on traditional methods of clinical psychology. It is the objective of this paper to discuss at first some aspects of the "new qualitative research" from a German point of view. The paper shows by detailed examples, which opportunities the TAT- technique offers for qualitative market research, which kinds of effects can be anticipated by this method, and in which way the information gained by it can be used for marketing.