How can projective techniques be used in business research?

I believe that projective techniques could greatly benefit business research. As an example if you worked for coke and they needed to find out what people thought about the coke brand as a whole you could use word association with all the different drinks coke offers and see what the first thing that pops into potential customers minds is. You could also use sentence completion to determine where people view coke among other drink providers. You could ask: What type of person drinks coke, Who would you view as a pepsi drinker, or people who drink rc cola are. I think that if properly implemented that this strategy could yield useful results on how people view your product or even your position among your competitors.