... more precisely which key elements should be stressed or discarded. Originality/value 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...

.../methodology/approach A constructivist perspective based on multi-qualitative methods was designed allowing data collection in a natural setting through focus groups interviews, individual in-depth interviews and projective techniques among Tunisian consumers. Findings Findings show the complexity...

.... Findings – 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...

...Nisachon Tantiseneepong; Matthew Gorton; John White Purpose 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...