Richard Walker on why projective techniques are still one of the most important tools at the qualitative researcher’s disposal.
It’s fair to say I’ll probably soon qualify as a “veteran” of our industry. What a sobering thing to type! From a qualitative research perspective it’s 30 years and counting.
Qualitative research has evolved especially quickly over the past decade. New platforms, new ways of recruiting and new ways of engaging individuals and groups have expanded what market research can do. Yet, as the emphasis on what tech can do for us within qualitative research has grown, projective techniques seem to have drifted out of fashion. Anecdotally, I don’t see as much online content on projectives. I don’t see many sessions at events and conferences about projectives either. A dig into Google Trends over the last 20 years shows that related queries are flatlining at best.
Are people forgetting about projective techniques?
That would be a big mistake. The conditions that originally made projectives valuable have not disappeared. If anything, they have become MORE relevant.
What we DO know: consumers don’t always know why they do things
Our industry often relies on direct questioning. Why did you choose this brand? What do you think about this advert? How would you describe this experience?
Sometimes variations of those questions work well. But a large proportion of consumer behaviour sits below the level of conscious explanation. We know that people rely on instinct, habit and emotion far more than they realise. This is the territory described in Thinking, Fast and Slow by Daniel Kahneman. Much of everyday decision-making is driven by fast, intuitive processes. Pattern recognition, first impressions, emotional reactions and learned shortcuts all shape behaviour long before conscious reasoning appears.
This is particularly true in modern media environments. Scroll through TikTok or any similar platform and the pace of consumption becomes obvious. Decisions happen quickly. A few seconds of content determines whether something is ignored, liked, shared or even bought.
With that in mind, asking someone to calmly rationalise their behaviour in a research setting can produce answers that sound logical but miss the underlying drivers.
Projective techniques were designed to address exactly this challenge.
Why projective techniques still matter in qualitative research
Projectives work because they bypass the purely rational response. Instead of asking people to explain something directly, they encourage participants to interpret, imagine or react creatively. Classic examples include collage exercises, brand personification, guided fantasy, image association and role play.
These techniques allow people to express feelings, attitudes and associations that might never appear through straightforward questioning. They can reveal emotional cues that are otherwise difficult to capture. Trust, reassurance, excitement, frustration and identity all tend to surface more naturally through imaginative tasks.
Projectives also create a more relaxed and enjoyable research atmosphere. Participants engage differently when they are invited to interpret and create rather than simply respond. Silence can work well in groups (as someone will inevitably fill the awkward space) – but laughter can also be a powerful insight lubricant!
A new opportunity: designing projective techniques for 2026 and beyond
The value of projective techniques hasn’t changed, but the options we have for delivering them very much has. Consumers today are used to interacting visually and creatively with content. Large numbers of people regularly create and curate their own media. Photos, short videos, reactions and memes are part of everyday communication. Ten years ago people shied away from the camera. It’s quite the opposite now.
That creates an opportunity for qualitative research. Instead of limiting projective techniques to the viewing facility, we can design hybrid tasks that move naturally onto the participant’s smartphone. We can design techniques that mirror the way people already communicate. The barrier to participation is lower because the behaviour feels familiar.
They also create richer qualitative data. When participants share images, environments and spontaneous reactions from their daily lives, the insight becomes more grounded in real context. It gives us that true understanding of the “why”. This is so important, and is at risk of being overlooked in this data-rich world of the “whats” that we’re now living in.
Emotional engagement leads to better customer insight
One of the overlooked benefits of projective techniques is emotional investment.
When participants are invited to create something rather than simply answer questions, they tend to engage more deeply with the exercise. They reflect, interpret and often reveal more personal perspectives. It encourages openness and imagination and – in turn – better, deeper insight.
Projective techniques are not old-fashioned. They are highly relevant and potentially under-utilised.
Do projective techniques have a reputation issue? Do they have an identity crisis? Are they being ignored by agency and client-side research teams?
That would be unfortunate and also worrying. I only really get to see Mustard’s discussion guides so I’m going off gut feel a little as to what’s happening outside our walls.
So, I’ll close this blog with a reminder.
Qualitative research is most powerful when it captures how people REALLY think and feel – opening the window into their lives – their needs, motivations, behaviours and attitudes. In categories where instinct, habit and identity shape behaviour, direct questioning alone rarely tells the whole story.
Projective techniques remain one of the best tools available for accessing that deeper layer. In a world where consumers are comfortable sharing images, videos and creative content every day, the possibilities for designing engaging projective exercises are greater than ever.
For market researchers and customer insight teams, my message is simple. Don’t forget the projectives!
Footnote. So, I just realised, looking back having drafted this blog, it’s exactly TEN years to the day) since I posted this blog – The Top 10 Projective Techniques. Spooky. Or maybe just a coincidence! You decide.