Projective and Associative tests in Market Research| Sicché

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Innovations never end

We have always set ourselves an ambitious goal: to transform the world of qualitative research!

We constantly strive to innovate and think out-of-thebox, to offer cutting-edge solutions and transform the way we collect and analyse data

Sicché was the first tool in the world to include:

Voice message answers (as early as 2019): simple and immediate, it allows the respondent to express ‘unfiltered’ thoughts and reconstruct experiences in detail. With AI, content is transcribed like a classic open-ended answer

Associative tests based on images, to explore emotions and unconscious associations

Picture test: our first scientifically validated membership test!

Semantic differential, for instinctive and spontaneous answers, breaking the flow of discussion into a game-like dynamic

Geolocation: for the first time, a qualitative platform allows questions to be addressed based on the location of respondents via smarpthone, with GPS/WiFi activated. Useful for testing outlets, shop windows, events and ‘certifying’ the presence of respondents at a specific location

We believe that online qualitative research tools should be accurate, dynamic and engaging, in line with a constantly evolving market

Our background as qualitative researchers, who have experienced the evolution of digitisation over the last 20 years, has inspired us to introduce, for the first time on the market, a series of innovations. And in order to ‘’go beyond‘’ the standard solutions, from December 2021, we entered into a partnership with the University of Turin, with whom we scientifically validated our first association test, the Picture Test. And this was just the beginning of our journey.

Associative tests

Use our projective tests: pictures are worth a thousand words!

Projective and personality tests are a classic technique of qualitative research, typically used during face-to-face focus groups. We brought them online!

The platform includes 8 image-based associative tests to explore participants' emotions and unconscious associations in depth, offering richer and more detailed insights. You can always upload your own sets of images and visualiserespondents' choices with our image cloud, specially developed for immediate and visually intuitive analysis.

The Painting Test

Discover our scientifically validated Picture Test!

To develop associative tests that are fun and intuitive, yet capable of exploring the emotional and symbolic dimensions of a brand or product, we brought together a team of psychologists, sociologists, semiologists and experts in research methodology, united by their passion for art.

With the priceless support of the University of Turin, we worked for almost two years on the scientific validation of our test

We selected 40 images, going through a rigorous scientific validation process, based on Izard's theory of emotions. It was not an easy path, which started in 2021, but led us to an exciting conclusion: there won't be just one test, but many more will follow!

And to support the interpretation and analysis of the chosen pictures, in addition to the image cloud, we have made available the semiotic interpretation of each picture, to give insight into the prevailing and secondary emotions, as well as a better understanding of how each picture evokes these feelings!

Semantic differential

Explore semantic differentials, play between opposites: are you ready or undecided?!

Developed in the late 1950s to discover the attitudes and feelings associated with certain stimuli, Osgood's semantic differential is a psychological technique that consists of asking the respondent to make a judgement, forcing them to take a position between two opposites using a self-anchoring scale.

It certainly could not be missing (already present since 2019) among Sicché'squestion types. What if we told you that as of today, in 2024, we are the only online platform to have it?

Our set consists of 60 preloaded items and these are fully customasible

Ideal for analysing concepts, brands, products, the semantic differential is a qualitative tool that proves useful when it is necessary to analyse emotional and analogue dimensions, but also simply to ‘break the rhythm’ of responses and reactivate the attention of respondents in a somewhat playful way!The results are displayed in a graph updated in real time, filterable in moderation (e.g. to analyse different targets/segments) and downloadable in .xls.