It is a form of qualitative research which is conducted in a one-on-one interview setting, through diary reports, photo ethnography to find out the underlying motives and behaviours and also through depth interviews. This form of non directive qualitative research concentrates on listening to customers while they talk and discuss the minimal number of specific open ended questions.
For the purpose of eliciting answers and stimulating respondents thought process projective techniques are used. Here the respondents are exposed to aural and visual stimulus in their environment and then allowed to describe their wants, dreams, aspirations, preferences, perceptions, choices, likings, disliking etc. the stimulus helps in informing how the various different needs could be met.