I love doing creative development research and have done so for brands in a wide variety of sectors, with the latest project being a vigorous pre-test for a global mobile phone brand. My approach is less about earnestly discussing unified models of mental processing, but more 'Is the creative idea relevant, likeable, entertaining & motivating - could it work seamlessly across social media as well as TV / print and is it PRable?'  (Which, unless I've completely missed the point, is what it's generally all about.) I also regularly conduct brand audits - covering off issues ranging from positioning / repositioning to CSR, brand architecture, competitor activity, etc.