correlate vast amounts of data about people's lifestyles, behaviour, attitudes, demographic and psychographic profiles, individuals ('ordinary people') remain tantalisingly unpredictable. Despite the increasingly popular use of bricolage methods of qualitative enquiry (observation, ethnographic approaches, cultural analysis, semiotics, projective techniques and alternative interviewing methods), people are perplexingly difficult to explain and the relationships they have with brands are almost impossible to control. There is still a large gap between brand strategy and execution (as devised by brand management) and the way in which ordinary human beings really think and behave towards brands in everyday life.
             Some Puzzling Inconsistencies -- What People Say is Not What They Do
             Ordinary people are happy (for a fee) to play games personifying brands, creating brand landscapes with pens and scrap art materials or choosing between adjective
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