A new role for projective techniques

Marketing and consumers have changed since Projective and other Elicitation techniques were introduced into market research half a century ago.

A new role for projective techniques

Tapping the power of imagery

Alan Branthwaite CRAM International Ltd andPeter Cooper CRAM International Ltd

INTRODUCTION

When Vance Packard wrote The Hidden Persuaders in the 1950s, he drew attention to areas of the unconscious...