Case Study 1
Psychoanalytic Techniques in Advertising Today: (Case Study on Anderson Analytic’s “AA-Projective” online research tool as applied to Gigi’s Closet, Intimate Apparel)
Stamford, CT â October 2, 2006âAnderson Analytics, a boutique market research consultancy, recently helped GigisCloset.com, a new online lingerie retailer, better understand how to segment todayâs online women. The study utilized AA-Projective, an online, proprietary research tool that combines psychoanalytic projective methodology from the social sciences with Anderson Analyticsâ state of the art text mining techniques.
The study, which identified five distinct segments of women, confirmed Gigiâs Closetâs hunch that the average sized American woman, referred to as âMs. Online Plusâ, feels underserved by current retailers such as Victoriaâs Secrets who cater to a younger smaller woman. The study also discovered another very attractive segment of women, which Gigiâs Closetâs management had not previously identified, âThe Career Womanâ.
Kristina Haas, director of sales & marketing, commented that âGigiâs Closet had expected the average American online woman (Ms. Online Plus) to be somewhat insecure, instead we found that she is sexually confident and uses lingerie to show this side of herself to her partner, while surprisingly âThe Career Womanâ is much more insecure about her body image than we would have assumed. Apparently, size has little to do with our image of ourselves, and corporate stress can have a negative influence on our confidence.â?
The online AA-Projective is an example of combining the fairly new discipline of text mining with a well-established psychoanalytic technique, which until now could only be used among small groups. The result is a methodology, which is not only extremely insightful but is also, for the first time, statistically valid. According to Dr. Anna Song, a consultant at Anderson Analytics, âAA-Projective is based upon years of empirical testing done in the field of personality psychology.