Repertory Grid Technique

Abstract

Psychology is a science that focuses on understanding the workings of the brain and how people think. In attempting to understand such complex processes, psychologists do not ask direct questions such as ``how do you think?'' However, in trying to understand their customers, many companies rely solely on direct questions posed through focus groups and surveys. The challenge in understanding customers should not be underestimated—sophisticated approaches are necessary to generate the insights to develop breakthrough product concepts. So it is not surprising that an approach developed for psychology—repertory grid technique—has important applications in market research.