We use projective techniques in almost all of our qualitative research to indirectly encourage the expression of psychological responses, via imagery or games. These methods help people access not just the rational part of their brain, but also the emotional part. This is especially useful in gathering creative insights, that can be used in the development of messaging, collateral materials and advertising campaigns that really connect with people.

These techniques include:

• Storytelling interviews
• Collages
• Brand/user personification
• Word or image associations