Data Mining Techniques Qualitative research makes use of psychology data mining techniques in order to reach deep levels of thought processes and emotions. A. Projecting Techniques Techniques in which the participant is presented with an ambiguous stimulus and is requested to interpret it. Projecting questions are based on ambiguous stimuli that enable a wide range of reactions. The basic assumption is that the human emotions, instincts, positions, wishes and needs are projected onto the vague stimuli and his reactions are therefore an expression of his inner world and his subconscious. The advantages of projecting questions are that they are very much resistant to diversions and pretence and therefore they can reveal subconscious forces and motivations.    Example of Uses:    Completing sentences    Associations B. Laddering A technique for conducting and analyzing in-depth interviews that reveals hierarchical structures of significant facts and advantages that are used to understand consumers’ hidden motivations regarding products and helps locate the existing distinction between different name brands beyond their apparent characteristics. C. Art Based Research The use of different arts as a projecting technique in order to reveal subconscious forces and motivations. Such a study uses different musical instruments, painting and sculpting to describe emotions and situations, name brands and processes. A study of this kind enables us to combine the emotional and cognitive aspects and also allows participants that are not so talkative to express themselves.      Example of uses:    Collages    Making musical sounds    Shaping modeling clay    Painting