Forethought employs Projective Techniques when there is a need to identify the underlying emotions or feelings that consumers experience in relation to a brand, product or purchasing decision. In addition Projective Techniques an effective means of generating a broad range of ideas and more creative responses.

Projective Techniques are also beneficial when there is a possibility that direct questioning will result in biased or socially desirable responses. Projective techniques are used to uncover emotions and attitudes that respondents are unaware that they hold.  The approach is more likely to capture private feelings, irrationalities, repressed attitudes and illogical behaviour.