Audio-visual-textual diary: Helps product positioning. We understand how and where a given product or service finds a place in the everyday life of a variety of consumers.

Cognitive maps and collages: Consumers arrange products, emotions, services within a physical and time space. The method helps us to understand what context makes one product unique for a given group of people.

Story characters: This method allows us to discover the clichés in a given product or type of consumer. We learn the minimum features, which describe a products’, services’ or clients’ “core”.