Marketing and consumers have changed since Projective and other Elicitation techniques were introduced into market research half a century ago. The objectives and rationale for employing them then maybe less valid now. Equally, the wholesale, systematic application of these standard techniques may mean we are not achieving their full potential in their interpretation or application to contemporary marketing issues. On the other hand, there are new pressures and competitive forces operating that require a different insight into consumers. This paper looks at the new methods and skills needed in the pantheon of Elicitation techniques and raises questions for discussion about improving research practice.