Great R&D involves at some point qualitative research. There are many forms of qualitiative research to better under the problem of focus or area of interest. Our qualitiative research incorporates a variety psychological models of human behaviour. We use a range of evidence based approaches that have long histories in European and North American Psychology to capture a ‘story board’ of dynamic information. The underlying psychological dynamics of human responses is uncovered through in depth psychological profiling of attitudes, and belief systems.