This paper provides an overview of Facet Theory, a systematic approach to facilitate theory construction, research design, and data analysis for complex studies. Facet Theory is appropriate to marketing theories and particularly consumer behavior. In Facet Theory, the definition of the behavioral domain facilitates the rationale for hypothesizing structural relationships among variables employed in a research study. Examples are shown from various areas to illustrate the methods and results of structural analysis using Facet Theory data analysis techniques such as Smallest Space Analysis (SSA), Discrimination Coefficient (DISCO), and Partial Order Scalogram Analysis (POSA). The use of Facet Theory and conceptual tools like the “mapping sentence” and “universe of content,” is shown to provide new insights into existing consumer data. It allows for the diagnosis and discrimination of consumers' behavioral traits and makes the generalization and replication of findings easier. © 2007 Wiley Periodicals, Inc.