archetype research, 302
brand personality and value, 305–306
comparison tasks, 302
completion tasks, 300
drawbacks of, 310
experiential methods, 306–310
free associations, 298–300
interpretation tasks, 300
neuromarketing, 304–305
projective techniques, 300–302
Zaltman Metaphor Elicitation Tech niques (ZMET), 302–304