“…Despite these criticisms, projective techniques have become a popular method in qualitative and quantitative research (Campos et al, 2020; De Lima et al, 2017; Spry & Pich, 2021). Nonetheless, many questions remain (Table 3), for instance, Nossiter and Biberman (1990), Oswick and Montgomery (1999), Davies and Chun (2003), Helkulla & Philstrom (2010) and Noble et al (2013) demonstrate the utility of metaphor-based projective techniques to explore brand identity, customer experience and information technology.…”