We have adapted projective techniques from the field of psychology to dig into how consumers truly feel, rather than just taking their words at face value.
Of course we use the usual techniques of hierarchy of needs exercises, laddering, storytelling and collages as appropriate. But we also have developed a complex, imagery-oriented techniques using a customized imagery database featuring high resolution, thought-provoking portraits meant to help respondents characterizing feelings and impressions.
Additionally, we often use psychological personality profile testing (for the brands and the subjects) to determine how the respondents' views of the brands matches up to their own personality profile. 