Stage 1: Generative Research

Constructive Method:
Generally used for concept development where it focuses on constraining the field for participants in order to avoid overwhelming them by creating physical interactive kits. This method allows insights that can come from creative play.

My project is based online, therefore the closest I can get to a hands on experience would be to create the social media website for consumers to interact with.

Link: http://www.fastcodesign.com/1669192/starbucks-concept-store-is-a-lab-for-reinventing-the-brand

This method was used by creating a store prototype.


Projective Method: 
This method focuses on expressions and reactions from participants from whatever they are exposed to. Reactions allow you to see their thoughts, feelings, and desires. This method is generally based on exercises that are more creative and, therefore,  are more open to interpretation.

This method would be beneficial to use, it would allow me to see how the participants interact with the brand extension I create for Starbucks. It will allow me to understand if I am going in the right direction and whether or not I need to change anything.

Link: https://www.youtube.com/watch?v=sW7i-oUHvA0

This commercial depicts a projective method used to capture consumers raw reactions.


Exploratory Method: 
Is based on conducting surveys, interviews, observations, etc.

This method will be useful in my project because I can use interviews and observations on how Starbucks customers feel about having a social media brand extension.

Link: https://www.tellcharleys.com/

This company has provided a survey link on the back of its receipts where consumers may give feedback on their experience and get certain products for free in their next visit.