What is the point of the projective exercises (Car, Household Appliance, Breed of Dog, Breakfast Cereal)?
Although these questions may seem frivolous, they often provide the most valuable feedback in the assessment. Often, it is easier for a Respondent to associate a Requestor with something that already has brand attributes. The most important part of these projective exercises is the ‘why’ not the ‘what.’ For example, if a Requestor provided this feedback: “Mercedes because you are sophisticated, reliable and respected,” the attributes ‘sophisticated’, ‘reliable’ and ‘respected’ are important feedback that can be used to validate the attributes that were identified in the first section of the assessment.
