Focus groups can be made more interesting by using projective techniques and games. The commonly used techniques are described here.

Brand Sorting : A collection of brands are laid across the table. Respondents have to sort them out into groups.

Brand Obituary : Consumers are asked to compose an obituary of brands. Had Coke used this technique, it would have thought twice before introducing New Coke. It would have brought out the intensity of feelings about the brand.

Brand Personification : Brand is to be visualised as a person. At times, the brand user is to be personified. We can know the differences between a Garden woman and a Garden Dress Material  woman.

Picture Identification : Pictures are to be linked up to specific brands/ products.

Celebrity Linkage : Brands are linked to celebrities. The linkages can bring out the differences, e.g. Shah Rukh Khan vs Hritik Roshan.

Sentence Completion : The sentence is to be completed by putting the first thought that comes to the mind, e.g. Medical admissions in India are difficult because…..The response is analysed for the content. Indian consumers are not comfortable with sentence completion.

Painting/ Drawing Competition : If the group consists of small children, and the product is targeted to them,drawing could be an interesting way to express themselves.