In Clear Focus: Projective techniques are powerful consumer insights tools - but are often misunderstood. Our guests, Dr. John Whittle and Nigel Roth share ways in which projectives can uncover consumers' deepest motivations, responses, and how they really feel about brands. We discuss real-world case studies and hear recommendations on how and when to use different projectives. A fascinating dive into techniques that encourage participants' imagination, expression, and free association.