PROJECTIVE

TECHNIQUES
 OVERVIEW
OVERVIEW
When interviewing consumers it’s often hard to get an open
and honest conversations about the brand. Projective
interview techniques helps to uncover the real reason why
consumers act the way they act.

Enjoy,
Debo & Julian

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 CREATED BY

DEBO BHATTACHERJEE JULIAN COLE

is a strategy consultant
with 16 years of experience
in the advertising industry,
working for agencies in
India and South East Asia.
is a strategy consultant
who works with brands and
agencies to create world
class integrated
campaigns.
“Everything we see,
hides something
else we want to see”
Rene Magritte
While conducting a research, you
may face many obstacles in
getting a quality response
Three big obstacles are
REACTIVITY
● People behave differently when they know they are being researched

● This is called Hawthorne effect. The term is often used to suggest that
individuals may change their behavior due to the attention they are
receiving from researchers

● For example, a study of hand-washing among medical staff found that

when the staff knew they were being watched, compliance with
hand-washing was 55% greater than when they were not being
watched (Eckmanns 2006).
RATIONALIZATION
● “I enjoy chocolate and eat it frequently. After all, chocolate has
antioxidants and it boosts my mood”

● Although this may be true, it may not be the real reason why we eat
chocolate: it may be just a line of reasoning we follow to feel less guilty
about eating something high in fat and sugar

● People often rationalize in this way, telling themselves stories of

sometimes dubious merit to justify their behavior
ARTICULATION
● People often find it difficult to articulate their thoughts and feelings in
answer to straight forward questions

● They may not even be aware that they hold a particular attitude, belief
or opinion

● They may find it difficult to articulate their own thoughts

● They may feel their motivations or opinions will reflect badly on them
“Give him a mask,
and he will tell you
the truth”
Oscar Wilde
PROJECTIVE TECHNIQUES
● Projective techniques facilitate the articulation of otherwise repressed or
withheld thoughts by allowing the respondent to ‘project’ their own thoughts
onto someone or something other than themselves

● These are techniques that enable them to respond in ways in which they
would otherwise not feel able to respond

● They are asked to respond to stimuli and the hope is that they will project
aspects of their own thoughts or feelings via the use of the stimuli

● ‘They encourage emotional reactions as well as rational ones’

● ‘They may be used in qualitative as well as quantitative studies and they are
useful in both’
 Projective techniques are
rooted in clinical psychology
The Rorschach Inkblot Test, probably the most
famous projective test, comes from the
psychoanalytic branch of clinical psychology and
was popular in the 1960’s. The Rorschach Inkblot
Test involves the use of ambiguous images
(inkblots). Individuals are asked to name what
they see and responses are interpreted by a
psychologist specifically trained to do the test.

Many other traditional projective techniques have

their origins in clinical psychology, too, such as
word associations, role-playing and sentence
completion. Projective techniques allow
psychologists to uncover deep associations,
emotions and thought processes.
5 TYPES
1. Although projective techniques share the common characteristic that
they permit the respondent wide latitude in responding, they still may be
distinguished broadly as follows

1.1. Associative techniques

1.2. Construction techniques

1.3. Completion techniques

1.4. Ordering techniques

1.5. Expressive techniques

 PROJECT INTERVIEW TECHNIQUES

ASSOCIATIVE CONSTRUCTION COMPLETION ORDERING EXPRESSIVE

Thematic Sentence Favorite song,

Free Association Popularity Meter
Apperception Test Completion book or film ...

Deprivation & Distance from

Collage Bubble Three Wishes
Obituary me

Life Stage
Fairy Tale Invert the Issue Third Person &
Projection
Role Play

User & Non-user Trigger Points Brand Debate

Planet Value projection

1.1. Associative Techniques
1.1. ASSOCIATIVE TECHNIQUES
● The respondent is asked to react to words, to inkblots, or to other stimuli
with the first associated thoughts that come to mind
1.1.1. FREE ASSOCIATION
● Present a list of words, brand names or slogans to the respondents and
ask them to note down the word, phrase or image that pops up in their
mind

● Give them the liberty to write or draw

● Brings out the different attributes and emotions surrounding a

concept, brand or its slogan
1.1.2. COLLAGE
● Ask respondents to create rough collages from magazines or other
visual materials to represent something relevant to the research - often
a brand, concept or an activity

● However, it is important to translate the pictures back into words at the

end, so that you and they have a shared meaning from the exercise

● Brings out those attributes or emotions that people would not

normally be aware of or able to articulate
1.2. Construction Techniques
1.2. CONSTRUCTION TECHNIQUES
● The respondent is asked to create something—for example, make up a
story or draw a self-portrait
1.2.1. THEMATIC APPRECIATION (TAT)
● Show respondents one or more pictures and ask them to describe what
is happening, what dialogue might be carried on between characters
and/or how the "story" might continue. For this reason, TAT is also known
as the picture interpretation technique

● It can be used in a variety of ways, from eliciting qualities associated

with different products to perceptions about the kind of people that
might use certain products or services.
1.2.1. BUBBLE (TAT)
● This technique has been adapted from TAT

● Ask respondents to fill in thought and speech bubbles on a cartoon

showing an imaginary situation relevant to the research

● Example - a conversation between a mother and child in a shop, or

between a doctor and patient in the consulting room

● With bubble technique participants feel comfortable to express views

that they feel may not be politically, socially or intellectually correct

● As being anonymous devices this technique helps assure freedom of

expression
1.2.1. TAT EXAMPLE (BUBBLE)
1.2.2. FAIRY TALES
● Ask respondent which childhood story or fairy tale or Disney movie would
fit with the brand

● Helps to understand the role of the brand. It can also be of help in

understanding the problem or opportunity the brand faces. This
technique is useful in identifying the brand archetype
1.2.3. USER & NON-USER
● Ask respondents to describe users and non-users of a category or
brand

● Age, sex, lifestyle, ownerships, hobbies, interests etc

● Helps to identify whether a brand is perceived to be premium, value or

luxury
1.2.4. PLANETS
● Ask respondents to close their eyes whilst guide them on an imaginary
journey. From leaving earth in their space capsule, all the way to
returning again at the end of the journey, ask them to think deeply about
the experiences and emotions associated with a visit to ‘Planet Brand X’.
For example

● What does it look like? What are the people like?What are the buildings
like? How do you feel? What do you see, hear and smell? Who do you talk
to? What do they say? How do you feel about spending 6 months here?
How do you feel when you’re asked to leave?
1.2.4. PLANETS
● At the end of the projective the group make their notes and debrief to
the moderator

● This brings alive a vivid description of their relationship and/or

experience with the brand
1.3. Completion Techniques
1.3. COMPLETION TECHNIQUES
● The respondent is asked to finish a partially developed stimulus, such as
adding the last words to an incomplete sentence
1.3.1. SENTENCE COMPLETION
● Ask respondents to answer

○ "A beach vacation is ...",

○ "Taking a holiday in the mountains is ...",

○ "Golfing is for ...",

○ "The average person considers skiing ...",

○ "People who visit museums are ...",

○ “Nike is …”,

○ “Playstation is fun because …”

1.3.1. SENTENCE COMPLETION
● Brings out different attributes and emotions about a concept,
category or a brand

● Sentence completion tests are easier to interpret since the answers

provided will be more detailed than in a word or image association test.
However, their intent is also more obvious to the respondent, and could
possible result in less honest replies
1.3.2. DEPRIVATION & OBITUARY
● Respondents are asked to consider that the brand ceases to exist

● They can be

○ Probed how they are going to cope with this situation

○ Asked to write obituaries for brands

● Gives an insight into how strong is the people’s bond with a category
or a brand. Also, helps to identify substitute categories and
competing brands
1.3.3. INVERT THE ISSUE
● Example - Jeff Bezos faces a problem, he wants to increase his sales

● Instead of stating this as an issue, invert the issue and how could Jeff
decrease his sales

● Inverting the problem throws light on what actually needs to be

avoided
1.3.4. TRIGGER POINTS
● With which statement do you agree the most?

○ Family comes first

○ Work life balance is a myth

○ Multi-tasking is a hoax

● Brings out deeper beliefs and motivations which one may not state
outright
1.4. Ordering Techniques
1.4. ORDERING TECHNIQUES
● The respondent is asked to choose from among or to give some orderly
sequence to stimuli—for example, to choose from or arrange a set of
cards, pictures or inkblots
1.4.1. POPULARITY METER
● Ask respondents to indicate how
popular is your brand and why do
they think so

● Gives an idea of a brand’s

popularity vis a vis its
competitors
1.4.2. DISTANCE FROM ME
● Ask respondents to point out how
far is a category or a brand from
them and why

● Gives an idea as to what extent Me

0 100
the consumer would like to use a
brand or category
1.4.3. LIFE STAGE PROJECTION
● Ask respondents to indicate at
what life stage a brand and its
competitors are

● Gives you an idea as to whether a

brand is perceived to be youthful
energetic, full of life or old and
fuddy duddy
1.4.4. BRAND DEBATE
● Divide respondents into two teams, each team is a brand and they
debate as to who is better

● Later the brands are switched, and again the respondents are asked to
debate

● Brings out the best and the worst of a brand

1.4.5. VALUE PROJECTION
● Ask respondents to group brands together

● Then ask them to assign adjectives to each brand

● Helps to identify the existing values the brand stands for

● Volvo - Safety, Coca Cola - Happiness, Maggi - Convenience etc

1.5. Expressive Techniques
1.5. EXPRESSIVE TECHNIQUES
● The respondent is asked to use free expression in some manner, such as
in finger painting
1.5.1. FAVORITE SONG, BOOK, FILM ...
● Ask respondents to mention their all time favorite song, book, film …

● Ask them to explain why that is their favorite

● The choice stated and explanation given are often a reflection of the
people’s state of mind and their outlook towards life

● It triggers unbiased spontaneous reactions to give a deeper

understanding of their motives, desires, passions and lives
1.5.2. THREE WISHES
● Ask respondents to share three wishes they would want by a genie to
fulfil

● Helps to understand their desires, aspirations and tensions

1.5.3. THIRD PERSON & ROLE PLAY
● The third-person technique, more than any other projective technique, is
used to elicit deep seated feelings and opinions held by respondents,
that might be perceived as reflecting negatively upon the individual

● The third-person technique can be rendered more dynamic by

incorporating role playing or rehearsal. In this case, the respondent is
asked to act out the behaviour or express the feelings of the third person

● Particularly when conducting research with children, this approach can

prove to be very helpful since they "know" how others would act but
cannot necessarily express it in words
1.5.3. THIRD PERSON EXAMPLE
● People will often attribute "virtues" to themselves where they see "vices"
in others

● For instance, when asked why they might choose to go on an Alaskan

cruise, the response might be because of the quality of the scenery, the
opportunity to meet interesting people and learn about a different
culture. But when the same question is asked as to why a neighbour
might go on such a cruise, the response could very well be because of
"brag appeal" or to show off

● By providing respondents with the opportunity to talk about someone

else, such as a neighbour, a relative or a friend, they can talk freely
about attitudes that they would not necessarily admit to holding
themselves
 HOW WOULD WE USE
PROJECTIVE TECHNIQUES IN
DEVELOPING STRATEGY?
 STRATEGY DEVELOPMENT

STRATEGY
EXPLORATIONS RECOMMENDATIONS
STATEMENT
 USE OF PROJECTIVE TECHNIQUES

STRATEGY
EXPLORATIONS
STATEMENT
 USE OF PROJECTIVE TECHNIQUES

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B D
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CATEGORY
USING PROJECTIVE TECHNIQUES

● In understanding
○ Role the category plays in people’s lives
○ People’s relationship with the category
○ Threats from substitute categories
○ Complementary categories
○ Image of a category buyer
BRAND
USING PROJECTIVE TECHNIQUES

● In understanding
○ A brand’s perception, personality & user image
○ Its role
○ Its strengths and weaknesses
○ The competition it has
○ The problem it’s facing
○ The opportunities it has
○ Its threats from new entrants
AUDIENCE
USING PROJECTIVE TECHNIQUES

● In understanding their
○ Needs and unmet needs
○ Mood, desires, aspirations and tensions
○ Existing attitude, behavior and usage
CULTURE
USING PROJECTIVE TECHNIQUES

● In understanding
○ Shared meanings and points of view
○ Cultural practices and reasons behind them
○ Conflicts and tensions
DEVELOPING STRATEGY STATEMENT
USING PROJECTIVE TECHNIQUES

● In developing
○ Brand ladders - From rational and functional benefits to a compelling
emotional benefit
○ Propositions, concepts and strategic ideas
BRAND LADDER
WITH PROJECTIVE TECHNIQUES

Applying projective technique

would be helpful to arrive at a
robust brand ladder.

The techniques can be used in

brainstorming sessions and
workshops.
Closeup

Confidence to get close

to your love interest

Up to 12 hours of fresh
breath

Triple fresh formula

Pampers

Love for the changes

that parenthood brings.

Comfort & protection.

Unique 3-way fit. Dual.

leak-guard barriers.
Stay-put twaist etc
SK- II

Magical transformation

Crystal clear skin

Pitera - The miracle

ingredient
Chivas Regal

Elite exclusivity

Knowing Chivas separates those

who’ve a taste for scotch from
those who don’t

Distinctive Bottle Design

Ikea Sleep Range

Control of your day without

needing outside help

A good night’s sleep

Varying levels of comfort

settings to help you find
the perfect match
Critique against projective
techniques
VALUELESS SUBJECTIVITY OR INSIGHTFUL REALITY

● The ability of projective techniques to tap into subconscious remains

unproven
● The background, history and theory behind the use of projective techniques
is fairly well understood but the practice of their interpretation and its validity
and reliability is less clearly defined
● Another common critique against these techniques is - it can become
subjective with the researcher when they are interpreting the responses
MAKING THE MOST OF PROJECTIVE TECHNIQUES

● Use more than one tool to collect the responses on same topic
● This sort of triangulation (cross-checking) is often undertaken by
comparing the responses from the use of one technique with those gained
from another
● The objective is to founding the credibility of qualitative analyses and it can
be used as an alternative to traditional criteria like reliability and validity
● Also, the purpose of triangulation is not just to cross-validate responses but
to capture different dimensions of the same phenomenon as well
Case of Instant Coffee
THE STUDY
WITH TWO SHOPPING LISTS

● This study used two almost identical shopping lists of items where one list
included instant coffee and one included non-instant coffee
● Housewives were asked to describe each of the purchasers of each shopping
list
● The housewife who was said to buy the list containing the (Nescafé) instant
coffee was more commonly said to be lazy and sloppy, whereas the
housewife said to buy the list containing the (Maxwell-House) non-instant
coffee was more commonly said to be thrifty and a good housewife
TRIANGULATION
WITH PANTRY CHECK

● Two further studies were conducted to examine the phenomena further and
in the third study negative projections of the instant coffee housewife were
correlated with non-instant coffee purchase (via a pantry check)
● The research illustrated that housewives who projected negative
characteristics onto instant coffee buyers were largely not buying instant
coffee themselves
● Conclusion: some motives, because they are socially unacceptable, exist
below the level of verbalisation and these motives can be assessed if
approached indirectly
CONCLUSION
A LITTLE NUDGE GOES A LONG WAY

The main function of projective techniques is to act as devices

to create open and uninhibited discussion. It is precisely this
promise of achieving greater validity that makes the use of
projective techniques so attractive.
FURTHER READING