In media and market research, a projective technique (see “Projective Techniques”) often used in qualitative research and ideation in which participants are asked to change perspective, words and behavior by assuming another’s role (as a brand user, seller or competitor, for example) in order to gain a deeper understanding of a particular point of view. For instance, a marketing team might “role play” a loyal brand user versus a competitive user, to delve into deeper feelings about the brand.