Explain following Qualitative Research Techniques during Capturing Customer Mind-Set?

Projective Techniques投射技术

Refer to providing the tester with a polysemy subject and ask the tester to respond immediately, without too much time to think and cover. It is used to obtain the most first impression from the tester to avoid other potential influences which is the most natural and unpolish mind with pure thought. For example, the associative approach and performance approach.

指为测试者提供一个多义的主题，并要求测试者立即做出反应，没有太多时间去思考和掩饰。用来从测试者那里获得最第一印象，避免其他潜在的影响，这是最自然、最不光彩的思想与纯粹的思想。例如，联想方法和性能方法。

Zaltman Metaphor Elicitation TechniqueZaltman 隐喻引出技术

Been recognized as one of the most effective research methods used for exploring consumer motivation and thinking. It combines the usage of written language with non-literal language. ZMET was based on the graphic materials collected and generated from consumers that represent consumer thought, and through in-depth interviews to explore consumer mindset.

被公认为探索消费者动机和思维最有效的研究方法之一。它结合了书面语言和非文字语言的使用。 ZMET基于从消费者那里收集和生成的代表消费者思想的图文材料，并通过深度访谈来探索消费者的心态。

Neural Research Methods神经研究方法

Neural research methods are focused on neural response and reflection. It measures consumer mindset with the situation and status of the consumer itself, such as the pulse rate, breath, etc. For example, some companies are using machines to measure the blood pressure of consumers to explore consumer feelings. Can be seen this type of method would be much more costly than the common research method.

神经研究方法侧重于神经反应和反射。它以消费者自身的情况和状态来衡量消费者的心态，比如脉搏、呼吸等。比如，一些公司正在使用机器测量消费者的血压，以探索消费者的感受。可以看出这种方法的成本要比普通的研究方法高很多。

Brand Personality and Values品牌个性和价值观

Brand personality can be defined as characteristics of the brand itself such as intelligence, excitement, reliability, etc. It personifies the brand and generates the personality for the brand with the purpose to get close to consumers. This shall be able to increase brand awareness and competitiveness through enhancing resonance and emotional value to the brands.

品牌个性可以定义为品牌本身的特征，如智能、兴奋、可靠等。它使品牌拟人化，为品牌产生个性，目的是贴近消费者。这将能够通过增强品牌的共鸣和情感价值来提高品牌知名度和竞争力。

Ethnographic and Experiential Methods民族志和经验方法

Ethnography refers to approaches that look into the people's culture which focus on both forming and the result of the culture through observation, participating, interviewing, history tracing, etc. The experiential method more focused on having true experience, gathering data from real-life through the firsthand experience, or participating in the subject,

 民族志是指通过观察、参与、访谈、历史追溯等方式来考察人们的文化，注重文化的形成和结果。第一手经验，或参与该主题，