Unlocking the most valuable consumer insights often requires researchers to look beyond traditional methods and embrace techniques that reveal not only what participants think but also what they feel.
The Blob Tree Method is a creative technique that is very effective at revealing hidden emotions and perceptions that a more traditional approach may miss. Although it may appear strange at first glance, the Blob Tree is a great tool for connecting with participants on a deeper level and gathering nuanced insights that lead to surprising outcomes.
Here is a closer look at the Blob Tree Method and how to use it to strengthen your qualitative research.
What Is a Blob Tree?
A Blob Tree is a visual tool that uses abstract figures to help people express their thoughts and emotions. It shows a series of cartoonish, blob-like creatures performing different actions around a tree, each with a different look and expression meant to convey sadness, anger, happiness, etc.
The Blob Tree was developed by psychologists Pip Wilson and Ian Long to help children and young adults who had difficulty reading communicate and express their emotions. It was so effective that it’s since been adopted by professionals across a wide range of disciplines in psychology and marketing.
In qualitative research, the Blob Tree Method is a projective technique used to unearth the complex emotions participants may struggle to express or hesitate to voice directly.
Image: The Blob Tree 1st Edition Poster
Source: Created and Illustrated by Pip Wilson and Ian Long
How Does the Blob Tree Method Work?
- Show Participants The Image: Present participants with the Blob Tree image showing the figures in various states and positions. Ask them which “blob” represents their feelings about a particular product, brand, or experience.
- Use Responses to Further Discussion: Use their responses to open up discussion. Find out why they chose a particular blob and encourage them to elaborate on what feelings and emotions it raised.
- Analyze The Results: Look for patterns in the choices made by participants. Did they all choose the same blob or did the results vary dramatically? Use the data to identify common themes or discrepancies in the emotional response to the subject of the research.
How the Blob Tree Method Enhances Research Studies
Overcome Barriers
By using non-descript, genderless figures, the Blob Tree offers a neutral space for participants to express their true feelings, free from bias or influence. This can be great for overcoming barriers of a traditional question-and-answer format, whether it’s because participants struggle to articulate themselves with words or because they’re concerned about what you or others might think.
Open to Interpretation
The abstract nature of the Blob Tree leaves results open to multiple interpretations, letting participants express their unique feelings and ideas. Even if two participants choose the same blob, they could have radically different reasons for doing so, which is why further discussion is often necessary. This versatility provides deep, individualized responses that would be difficult to obtain through direct questioning.
Inspires Creativity and Trust
The Blob Tree method is a fun, creative technique that encourages respondents to use their imaginations. It engages participants in a way that feels more playful and organic than the typical interview format, which can foster trust and encourage more authentic responses.
Flexible and Easy to Implement
The Blob Tree Method is very easy to administer and applicable to a variety of research settings. Its visual design makes it approachable for participants across a wide range of demographics and age groups. It’s also very simple to execute, requiring minimal setup or preparation. However, the data it produces can yield a significant return.
Overcoming Initial Hesitations: The Blob Tree In Action
New Perspectives once had a client who was very hesitant about using a Blob Tree. We felt like it was the perfect technique for their research goals. However, they thought it looked strange and didn’t understand how it would provide the information they were after.
The client wanted to get right to the point and ask participants directly how they felt. They didn’t understand how the Blob Tree would help and simply wanted to know if customers were interested in their product and if they would buy it.
We convinced them that although answering that question was the end goal, they’d get richer data by approaching it in a less direct way. They eventually agreed to use a Blob Tree and the results exceeded expectations.
We gained a lot of valuable information about how current users felt about their product versus how non-users/prospective customers felt about it. Using these insights, the client was able to create a more effective marketing and communication strategy.
Even though they were against it at first, they later told us they were very happy with the results and admitted that it worked out better than they ever envisioned.
Use The Blob Tree to Better Understand Your Customers
New Perspectives can help you effectively implement the Blob Tree method or any other projective technique into your next research study. Our expert marketers have years of experience using creative exercises to unearth unique insights. If you’re looking to implement the Blog Tree or any other projective techniques into your market research, contact us today.
