Although these questions may seem frivolous, they often provide the most valuable feedback in the survey.

Projective exercises are commonly used in branding studies that are done for the world's most respected companies. Often, it is easier for you to associate the person who requested this feedback with something that already has brand attributes.

The most important part of these projective exercises is the ‘why’ not the ‘what.’ For example, if a user received this feedback: “Mercedes Benz because you are sophisticated, reliable and respected,” the adjectives ‘sophisticated’, ‘reliable’ and ‘respected’ are important attributes that can be used to validate feedback that was provided in other elements of the survey.