Projective techniques in market research: valueless subjectivity or insightful reality? A look at the evidence for the usefulness, reliability and validity of projective techniques in market research

Projective techniques are often used in market research to help uncover findings in areas where those researched are thought to be reluctant or unable to expose their thoughts and feelings via more straightforward questioning techniques. However, how the findings from projective techniques are analysed and how valid and reliable they are is hardly touched on at all in the market research literature. This paper aims to open this subject up for further discussion and recommends further research into the reliability and validity of projective techniques.