Projective techniques in Taiwan and Asia‐Pacific market research

Purpose This paper seeks to investigate the use of projective techniques in Asia‐Pacific markets with particular reference to Taiwan and to compare this with the literature on cultural differences in conducting research to see if any correspondence exists. Design/methodology/approach The paper is based on a literature review and a small qualitative study of indigenous and expatriate market researchers who work or had recently worked in South Korea, Hong Kong, China, Taiwan and Indonesia. Findings The paper concludes that the use of projective techniques in Asia‐Pacific can be usefully guided by an understanding of the different cultures there compared with the cultures in the UK and other western markets. It illustrates that projective techniques are as used and are as useful in market research in Asia‐Pacific as they are in the UK. Originality/value The research fills a gap in the literature and extends knowledge of how projective techniques are used in Asia‐Pacific markets.