Discourse Analysis – In traditional qualitative research, attitudes and opinions are sought. Discourse Analysis seeks to discover the structure of the consumer's experience and then create a "mental model" of how people think and make decisions about your products.
Projective Exercises – Storytelling, drawing, collages, diaries, pictures and other projective exercises are used to understand those things that consumers cannot articulate. You can't ask someone to tell you something that they are not aware of, but it is possible for them to project their beliefs and feelings through this type of exercise. It's like a "Rorschach Test" for your brand.
Applied Psychological Theory – There are many marketing issues which can be explored within the context of established psychological models. These models are already there, well understood, "tried and true" for human behavior, and can be used in a marketing context to explain buyer behavior.