Inkblot tests get AI makeover
The new platform, called Brand Blots, says the company, marries projective testing with artificial intelligence to innovate new projective tests and improve the way results are analyzed. It is designed to allow market researchers to administer, score, and interpret projective tests with the help of the company’s proprietary algorithms.
Using the platform’s scoring and profiling algorithms, says the company, Brand Blots can predict attitudinal and behavioral aspects about a respondent despite never having asked survey questions about these aspects. The core benefit for market researchers is to be able to “ask fewer questions while gaining more insights.”
Historically, projective tests have been time intensive to administer – the average inkblot (or “Rorschach“) test can take two to three hours according to some studies – making them difficult to use in market research. The new platform is built to remove the obstacles of time and effort by digitizing and automating the testing process, enabling researchers to easily administer over 36 types of online projective tests instantly. Using its algorithms, says the company, it has isolated what’s important so that it could cut analysis down to five minutes while still retaining meaningful results.
In addition, says the company, the ability of a projective test to help marketers understand consumer behavior has been restricted by the limited analytical approaches previously used by researchers. In contrast, Brand Blots uses machine learning for a complex and data-driven analysis of projective test responses that can yield aspects about a respondent despite never having asked survey questions about those aspects.
The company says the platform has been tested and perfected using a number of large proprietary datasets, resulting in benchmarks for all its projective tests, allowing researchers to compare results of either an individual respondent or a sample of respondents with results of the general U.S. population. The ability to predict attitudinal and behavioral aspects about a respondent, and the ability to compare these predictions to established benchmarks, says the company, makes for a powerful new piece of marketing technology now available for use in market research.
The new tool, says the company, is being used by clients in various ways:
- Segmenting customers based on their psychological profile
- Identifying new target audiences or look-a-like audiences based on different psychological profiles
- Placing value on new audiences based on psychographics variables around discretionary spending and frequency of purchase
- Identifying new marketing strategies from consumer behaviors identified in a given psychological profile
- Identifying new messaging points that resonate with a given psychological profile
Additional projective tests are being built, tested, and released every few months.
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