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Interview: Projective techniques

Qualitative techniques in which people use free association, metaphors or sentence completion to express what they find hard to say directly about a product or brand.

What it is

Main objective

Explore emotional perceptions and associations users have about a product but find hard to state directly.

Detailed description

Projective and Association Techniques are qualitative methodologies that use indirect stimuli to help users express perceptions, emotions, and associations they might not articulate directly. These techniques, rooted in psychology, allow exploring underlying attitudes and mental models through linguistic or visual associations. They are particularly useful for understanding brand perception and emotional responses to products.

When it fits

Exploratory research to understand brand perception or when accessing deeper motivations is needed.

•When studying sensitive or subjective topics
•In early stages, when you are looking for inspiration

Use cases

Workshops internosResearch planningSpotting risks in innovation projects

Effort level

Medium to High

Recommended number of users

8-15 participants, in one-on-one sessions or small groups

What you gain and what you give up

Advantages

Overcomes rational blocking: It lets participants express thoughts they might consider "irrational," embarrassing, or hard to put into words in a standard interview.
Emotional richness: It reveals "deep insights into what people value and expect from objects in their everyday life."
Less social desirability: By projecting feelings onto an object or a third person, the user feels less judged and is more honest.
Team consensus: Tools like Desirability Testing can help unify stakeholders' subjective opinions based on real data about user perception.

Disadvantages

Questionable validity and reliability: Historically, projective tests (like the Rorschach or the TAT) have been criticized for their lack of reliability (consistency) and validity (whether they measure what they claim to measure). Different evaluators can interpret the same response in different ways.
Barnum effect: There is a risk that interpretations are so vague they seem accurate for any user (the P.T. Barnum effect), which undermines their scientific value if not handled rigorously.
Researcher subjectivity: It requires highly qualified analysts, so they do not project their own biases onto the interpretation of the user's data (confirmation bias).
Analysis complexity: Analyzing metaphors and cards is more laborious and less direct than analyzing task success rates.