Which projective technique attempts to gain insight into how people perceive brands by examining the link between concepts?

Question

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Metaphors are a projective technique commonly used in brand perception research. By examining the link between concepts, researchers can gain insight into how people perceive and understand brands. Metaphors involve asking participants to describe a brand in terms of a metaphor, such as "if this brand were an animal, what animal would it be?" This can reveal underlying perceptions and associations that participants may not be able to express through traditional questioning.

Which Projective Technique Attempts to Gain Insight into How People