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A technique drawn from Personal Construct Psychology, devised by psychologist George Kelly, and used to understand the way in which an individual employs his or her own experience in order to make sense of the world. Also known as a repertory grid, this identifies and maps the interactions between the key ideas, themes or constructs that a person uses. In a market research context, these constructs can usefully be employed to rate or describe brands or organisations. This is an individual technique and does not work well in groups.
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- Repertory grid
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