CONVENTIONAL	MORE AVANT-GARDE
Groups Mini-groups Creative groups Interviews Individual Paired Triads Special emphasis on projective and enabling techniques Development of typologies	Respondent diaries of product usage and usage moments Experiential and observation techniques of target on their own territory, eg: Playing with children in their homes Accompanied shopping trips Accompanied drinking nights Video-ethnography Voxpops Photograph album of respondents' life, lifestyle and typical consumption moments.

To achieve the greatest emotional and cognitive depth To go beyond rational, predictable responses To understand the consumer’s relationship with the brand product, advertising, etc... To define brand image and identify any USP