"Enhancing the Interview with Stimulus Material and Projective Techniques

Qualitative commercial research has to be cost-effective. It has to meet the objectives, provide the depth of understanding required and provide actionable results within a budget and time frame. There is not the luxury of doing another set of interviews if the first one has not provided enough information or insight. This chapter describes how qualitative market researchers augment their interviewing skills with the use of stimulus material and projective techniques to meet this challenge. Both of these involve, stimulate and focus respondents on key issues without restricting openness of response."
http://srmo.sagepub.com/view/interviewing-groups-and-individ...