$2.$ Mind Mapping

Methodology: A projective technique designed to elicit both broad and deep associations, during focus groups with customers. Mind mapping is a whole brain technique as it gets at the rational left$-$brain and emotional right brain. Also important to research, mind mapping identifies not only primary needs, but also second$-$and third$-$order needs associated with a particular product$/$service category.

Situation: Write down the discussion topic $($Digital Banking kiosk$/$ branch$)$ in a circle in the center of a blank sheet of paper. Think for a few minutes and then write down everything you could think of$,$ working out from the center and creating $$branches or $$chains of thoughts and feelings. You can take each branch as far as you could. After completion, please circle the branch of most significance to you. Draw a mind map