Observation of consumers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. For example, some American manufacturers were concerned about low sales of their products in Japan. Observing Japanese consumers, it was found that many of these Japanese consumers scrutinized packages looking for a name of a major manufacturer—the product specific-brands that are common in the U.S. (e.g., Tide) were not impressive to the Japanese, who wanted a name of a major firm like Mitsubishi or Proctor & Gamble. Observation may help us determine how much time consumers spend comparing prices, or whether nutritional labels are being consulted.
Qualitative analysis accepts introspection as data and looks for subjective meanings, thus acknowledging the need for interpretation (Levy, 1981). Qualitative analysis and interpretation of projective techniques are no different from the procedures for qualitative research in general. There are no systems of scoring or tabulation. Instead the description and explanation of the projections by the subjects form the database which then requires ordering and interpretation (Gordon & Langmaid, 1988:118).
观察消费者往往是一个功能强大的工具。在消费者选择产品可能产生的见解如何做出决定和他们寻找。例如，一些美国制造商关注低销售他们的产品在日本。日本消费者的观察，结果发现，其中许多日本消费者仔细包寻找一名主要manufacturer-the产品specific-brands是常见的在美国（例如，潮水）并没有令人印象深刻的日本，谁想要一个名字的一个主要公司如三菱、宝洁。观察可以帮助我们确定多少时间，消费者花的比较价格，或是否营养标签参考。
定性分析接受内省作为数据和寻找主观意义，从而承认需要解释（，1981）。定性分析和解释的投射技术是没有从不同的程序，一般的定性研究。有没有系统的得分或制表。相反的描述和解释的预测受试者的数据库，然后需要订购和解释（戈登和兰梅德，1988:118）。
