Qualitative research techniques that reveal participants’ feelings, values and motivations beyond superficial or over-rationalized responses. Often employs an indirect prompt (“If Brand X were a person, what type of car would it drive?”) or non-verbal response (such as collages, image associations, etc.).
Professional qualitative researchers use projective techniques to “peel the onion” in focus groups and in-depth interviews.
Tip: if you are working with clients or colleagues who are unfamiliar with projective techniques, they may find this indirect questioning approach uncomfortable. They may need a little coaching on the fact that when we ask people direct questions, in many cases, they will give us either superficial, socially desirable, or acquiescence-biased responses.
For More Information: Understanding the Why? Projective Techniques in Qualitative Research, and Using Projective Techniques in Qualitative Research.
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