Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Projective technique
A technique in which participants are encouraged to articulate their thoughts and feelings about a product or brand by reference to another object or situation. A classic example is the question “if Brand X was an animal, what type of animal would it be?”. Other projective techniques include Word Association, sentence completion and Cartoon Completion.