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Sentence and story completion Definition

Tests in which the respondent completes sentences or stories in their own words. The purpose of this technique is to enable participants to delve into certain areas that they may otherwise find difficult to discuss.

Sentence and story completion is a qualitative research technique where participants are presented with incomplete sentences or stories and asked to complete them. In market research, it's used to gather insights into participants' thoughts, feelings and perceptions, providing a deeper understanding of their experiences and attitudes.

Who relies on sentence and story completion in market research?

Market researchers, consumer behavior analysts and professionals seeking in-depth insights rely on sentence and story completion. This technique helps uncover underlying motivations, emotions and opinions that participants might not express through traditional survey questions.

Why should I care about sentence and story completion in market research?

Understanding sentence and story completion is valuable for obtaining richer qualitative data. If you're involved in market research or consumer insights, this technique provides a nuanced understanding of customer perspectives, helping you tailor products, services and messaging to meet their needs more effectively.

Why is sentence and story completion important in market research?

• Sentence and story completion offer access to participants' subconscious thoughts and emotions.
• By allowing them to express themselves creatively, researchers can uncover insights that inform strategies, marketing campaigns and product development based on a deeper understanding of consumer desires and motivations.