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This paper aimed to focus on political marketing and utilised a number of projective techniques to explore the UK Conservative Party’s “brand image” amongst young adults aged 18-24 years. There is little guidance in the extant literature regarding projective technique analysis. Furthermore, there are explicit calls for insight and more understanding into the analytical process. Responding to this identified gap in the literature, this paper provides an illustrative guide that can be used to analyse and interpret findings generated from qualitative projective techniques.

This paper opted for an exploratory study using focus group discussions, combined with qualitative projective techniques. Eight two-hour focus group discussions were conducted with 46 young citizens aged 18-24 years from three locations in England. Focus groups were conducted prior to the 2010 UK General Election. The data from the projective techniques were thematically analysed by the researcher.

This research provides insight into the broad process used to analyse and interpret the qualitative projective expressions in relation to the UK Conservative Party’s brand image from the perspective of young adults. Furthermore, this paper highlights that projective techniques can provide an insight into underlying feelings and deep-seated attitudes towards political parties, candidates and the positive and negative aspects of brand image.

Several limitations became apparent at the end of this study. As this is a qualitative study, findings cannot be generalisable to the wider population. Additionally, it is important to note that the researcher had limited experience of conducting focus group discussions combined with projective techniques, and this can be considered a limitation. Nevertheless, the researcher did attend professional “effective depth interviewing” training delivered by the “Marketing Research Society” before data collection. This goes some way in addressing this limitation.

This paper provides an illustrative guide and insight into the analytical process that can be used to analyse and interpret findings generated from qualitative projective techniques. This can be used by academics with little experience of projective techniques. Furthermore, this framework may be useful for practitioners such as marketers, political parties and candidates to explore and analyse the external image of other political brands. The elicitation ability of qualitative projective techniques facilitates greater expressive insight that may remain hidden if traditional direct data collection tools such as interviews and questionnaires are used.

This paper provides some understanding into how to analyse subjective meaning such as feelings, attitudes, perceptions and associations revealed through projective techniques. Furthermore, projective techniques can provide access to the private conscious and unconscious inner-world of the participant. They allow respondents to express themselves with greater detail and discussion compared with direct questioning. This research, therefore, presents greater insight in managing and analysing expressions generated from this non-intrusive approach that can encourage open disclosure with less hesitancy, verbally less demanding and suitable to overcome emotional, language and cultural barriers.

This paper adds to the under-researched and undefined practice of analysing projective expressions by providing an illustrative process to interpret and understand insight generated from qualitative projective techniques. Thus, answers the explicit calls for detailed guidance in this area of research. This was achieved by critically reviewing and adapting the approaches taken by Boddy, 2005, Butler-Kisber, 2010 and Hofstede et al., 2007 and incorporating them into a pragmatic systematic framework. This research could be used as a foundation for future studies and a point of reference for people with limited knowledge of projective technique analysis.

Normal “mixed method” approaches to research – using standard quantitative surveys supported by qualitative methods such as semi‐structured interviews, often fail to measure issues “outside of the fence”. The purpose of this paper is to consider whether the challenges of bounded rationality can, in part, be addressed by including projective techniques within the “mixed methods” approach. In particular, it discusses the role of information and communication technologies (ICT) in such an approach.

The results of an international pilot study into the use of projective techniques in assisting the evaluation of policies is outlined. The study is concerned with the response of small businesses to governments' policies aimed at encouraging the adoption of ICT. This is used as the basis of a discussion of the appropriateness of using ICT in such an approach.

ICT could play an important role in the use of projective techniques – including design; improving reliability and validity; distribution; analysis and interpretation.

Much more research is needed before the appropriateness of (ICT based) projective techniques can be assessed fully.

The lessons learnt from this pilot study about the use of projective techniques as part of a “mixed methods” survey methodology was explored. In particular, the paper provides some practical suggestions as to how ICT might be used to reduce the overheads involved in implementing projective techniques.

For many people involved in traditional quantitative and qualitative research the usefulness and appropriateness of projective techniques have yet to be proven. This paper contributes some new thinking about how ICT might address some of the concerns over the suitability of projective techniques as part of a mixed methodology.

The purpose of this paper is to argue for the reflective use of visual techniques in qualitative inter-viewing and suggests using visuals not only as projective techniques to elicit answers, but also as facilitation techniques throughout the interview process.

By reflecting on their own research projects in organization and management studies, the authors develop a practical approach to visual interviewing – making use of both projective and facilitation techniques. The paper concludes by discussing the limitations of visualization techniques, and suggesting directions for future research on visually enhanced interviewing.

The integration of projective and facilitation techniques enables the interviewer to build rapport with the respondent(s), and to elicit deeper answers by providing cognitive stimulation. In the course of the interview, such an integrative approach brings along further advantages, most notably focusing attention, maintaining interaction, and fostering the co-construction of knowledge between the interviewer and the interviewee(s).

This paper is reflective of what is currently occurring in the field of qualitative interviewing, and presents a practical approach for the integration of visual projection and facilitation in qualitative interviews.

This paper outlines a variety of the research on student attrition and recognises some of the sensitivities that may be involved for some students in dealing with dropping out of university. This paper claims that because of these sensibilities, some student’s responses to direct questions about the reasons for attrition may be biased by social desirability. The purpose of this paper is to get beyond social desirability bias to examine a fuller range of reasons for student retention and attrition.

In an exploratory investigation, this research study uses a projective technique which helps to circumvent the conscious defences of respondents. The projective technique is based on the “thematic apperception test” and uses a “bubble drawing” to elicit emotional and more socially undesirable responses.

All first-year students appear to consider leaving university, and emotional considerations involving loneliness and homesickness are much more prominent than most quantitative studies acknowledge. For example, in this research, social concerns are twice as prominent as financial concerns, whereas in past survey research, financial concerns have been identified as most prominent.

To retain students, universities need to provide new students with real care and support, especially in their first few weeks at university. To study retention comprehensively, researchers need to go beyond the confines of positivist research.

This is the first study that uses a projective technique to investigate student retention and attrition. By going beyond a merely positivist approach to research, a fuller, deeper and more complete understanding of the wide extent and profound nature of the emotional issues involved in student attrition and retention is gained.

The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity‐endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers.

The paper is part of a wider tradition of returning to qualitative methods when research based on existing theories offers only partial or little support for them. In total, 16 females participated in the study, which utilised a range of projective techniques, including picture association. For the latter, participants were exposed first to advertisements for two leading perfumes alone and then these advertisements incorporating four contrasting celebrity endorsers. Associations and reactions to the advertisements with and without celebrity endorsers were compared.

The analysis identifies that celebrity endorsers may have a significant impact on the perceived target market for a product, highlighting their potential role in repositioning a brand. However, the celebrity may crowd out the endorsed product. The role of personal liking is critical, although this is ignored in existing source models of celebrity endorsement.

The application of projective techniques demonstrates their usefulness in capturing responses to celebrity endorsements. The paper uncovers some of the reasons why previous research has generated results that only partially support the existing main theoretical frameworks.

The paper arose from an experienced qualitative market researcher's desire to challenge her working methodologies in analysing and interpreting data for commercial clients. Faced with tight deadlines, and working largely on her own, the researcher wished to consider if alternative working practices might be worth the necessary time investment and if outputs could actually be enhanced.

This paper compares the results of projective techniques of qualitative data collection analysed manually with computer‐aided analysis of the same data. Four focus groups were set up. Various creative and projective techniques were incorporated into the groups in order to explore and test the boundaries of both the manual and computer‐based analysis data to the full.

The organisation of data was aided by the use of CAQDAS file management structure, but a general overview of the results was somewhat lost to the researcher. Moreover, visual rather than textual data do not lend itself to computer‐aided analysis, minimising their utility in analysing results from a wide range of projective techniques.

While the objectivity of this introspective, reflective approach may be questionable, using a separate researcher to undertake different methods was neither deemed to enable a direct comparison of the process nor the experience, as seen reflectively through the eyes of the same researcher.

Insights can benefit other commercial market researchers who may be considering using CAQDAS.

The paper explores the analysis of data gathered using projective techniques – a recognised gap in the literature.

The purpose of this research is to extend the results of previous studies regarding corporate reputation scales and identify new and specific items relevant for studying global corporate reputation from a customer’s point of view.

This research was based on the qualitative projective “Album on Line” (AOL) technique. The authors used a sample of 12 French consumers distributed equally between affective and cognitive scenarios. An individual-difference multidimensional scaling approach (INDSCAL) was applied to display the overall semantic space among generated items.

The exploratory AOL approach generated 62 items related to both cognitive and affective orientations characterizing online and offline corporate reputation. The results uncovered six semantic clusters for each scenario. All in all, seven new items could be added in the process of building a new global corporate reputation measurement scale by adding: avant-garde, singularity, exclusivity, savings, return policy, freeness and speed.

This research makes it possible to propose a new global corporate reputation measurement scale with sound psychometric properties. This scale will be adapted for click and mortars and pure players. This paper unlocks future perspectives by suggesting a causal model that integrates online corporate reputation and its main antecedents and consequences.

From a managerial perspective, this research offers insights to managers with the main orientations surrounding the components of global corporate reputation. Moreover, the AOL mappings delineate which quadrants the managers would like to be fitted into or avoid, and hence define more precisely which key elements should be stressed or discarded.

This research outlines AOL, an original qualitative projective technique that can be used to understand customers’ thoughts, which are stocked and collected as images. Moreover, this research intends to analyze the gathered data using both INDSCAL and fuzzy k-means cluster analysis to reduce conventional biases related to subjectivity.

The purpose of this study is to examine the use of visual research methods in the area of recent marketing and consumer research.

Content analysis was used to investigate visual method in articles from Journal of Consumer Research; Journal of Marketing; Journal of Marketing Research; Journal of Marketing Management; Consumption, Markets, and Culture and Qualitative Market Research. Abstract, key words and methodology sections of all articles published in these six journals from 2002 to 2012 were scanned to identify which of them applied visual methods in their studies. The selected articles were then closely analyzed to discover how visual research methods were used and in what manner did they contribute to the marketing and consumer behavior discipline.

This study found that a growing number of marketing and consumer researchers utilized visual methods to achieve their research goals in various approaches such as cultural inventories, projective techniques and social artifacts. Visual method is useful when research deals with children who are not fully developed and able to comprehend text messages and also advantageous when investigating informants’ metaphorical thoughts about a subject or the content of their mind.

This paper examined how visual methods have assisted marketing and consumer researchers in achieving their goals and suggests when and how researchers can utilize the visual methods for future research.

The aim of this is to present a new combined, projective technique, the event‐based narrative inquiry technique (EBNIT), and analyze how it adds to traditional interviewing techniques in service development contexts for yielding new service ideas and evaluating current service.

The paper proposes and tests the new EBNIT technique in three service development projects in the information and communication technology field. The technique combines principles from the narrative inquiry technique and critical incident technique (CIT) as well as the use of projective elements in the form of metaphors.

Metaphors combined with lived critical and imaginary events helps to generate creative new service ideas. Customer experiences may be employed to interpret unspoken, tacit knowledge, which is beneficial when companies want to learn and create something new with the customer.

Metaphors are necessary in order to find truly new, customer‐oriented ideas. Through imaginary events, narratives are linked to lived experiences and make new ideas concrete and focused on issues that are relevant for customers in their daily lives in a broad context. In contrast to using solely CIT, narratives result in a dialogue that includes social and cultural aspects of events.

The narrative inquiry technique has not traditionally been used in service development. The paper suggests that when combined with the CIT and metaphors, narrative analysis becomes a manageable technique, which can be implemented in different service and product development settings.

The purpose of this paper is to analyze the holistic perception of the customer vis‐a‐vis the creation of an ideal store by using the projective technique of collage. In particular, it discusses the role of the factor of atmosphere which a distributor must privilege to satisfy the expectations of current customer.

To this end, a qualitative exploratory survey based on the technique of collage has been carried out with a sample of 30 individuals. The information were collected through the drawings and the technique of “complete the following sentence”. The collages were analyzed using a holistic approach.

The results show that the new customer refers to all the stimuli of the environment of purchase in order to satisfy his utility, hedonic and even social needs. The companies, and in particular the distributors, must direct the atmosphere of their store towards the vectors of attraction, gratification and distraction.

The projective technique of collage made it possible to go further than a declaratory matter collected by questions about the concept of the environmental factors. Indeed, in spite of the limited number of the individuals relied upon for the study, the images that were stuck on paper were enriching and made it possible to explain what evokes for the consumer the concept of “ideal store”; his feelings or his hidden emotions.

From a managerial point of view, the noted results can give way to a significant number of actions for the distributors. Indeed, in order to ensure the perennial aspect of their business, the persons in charge should follow this practice by considering the atmosphere as a sum of factors which should be managed in a coherent and harmonious way and not in an intuitive way; thus constituting sources of creation of value for the consumer. In other words, the distributors must implement the factors necessary to generate the comfort of purchase as well as the pleasure of consumption.

This paper is distinguished compared to the majority of the researches undertaken on this subject. It proposes an indirect qualitative study (projective study) making it possible to certify the passage of the consumer from an atomized vision towards a holistic vision including informing the distributors on the atmospheric components most adapted to the new requirements of the current consumer.