FIL is contemplating the launch of a new type of packaged juice - natural sugarcane juice - and had entrusted IMI with the market research study. IMI did extensive secondary research, held focus group discussions and in-depth interviews. They had adequate information for designing the questionnaire for conclusive research. However, they felt that the focus group discussions and in depth interviews had not captured the top of mind (TOM) responses of the customers. According to them, TOM responses reflect customer behaviour more accurately and hence might be important in questionnaire design. In order to capture the TOM responses of customers they decided to use some projective interviewing techniques.