Red Light / Green Light – A Virtual Playground Technique
A fun, easy and creative exercise to get top-of-mind reactions about what a respondent likes and dislikes about a concept.
This is an excellent technique to understand a respondent’s initial reaction to an ad, a product concept or any other stimuli.
We do this with the assistance of red and green colored markers.
Here’s how it works:
“Next, please read and evaluate the concepts on the sheet I just handed you. I’d like you to take your green marker and highlight in green everything you particularly like about any of the elements of any of the concept and then take your red marker and highlight anything you particularly dislike about the concept.”
The benefit of this technique is that it forces the respondent to commit and make decisions about the concept. This Red Light / Green Light document is then used as a basis for discussion.
