Sentence:  With its origins based in the field of psychology, <WSD>projectives</WSD> (also referred to as projective exercises or projective techniques) when used in qualitative research are fun "assignments" most often implemented during focus groups. Their goal is to elicit deeper, more visceral feelings from respondents -- about brands, products, concepts, advertising, and so on -- viewpoints that may go unmentioned when using more direct lines of inquiry. 
Meaning of the word marked with <WSD> tags:  An assessment test that presents subjects with some sort of stimulus to which they react by projecting or imagining details.