Understanding the motivation and perception of consumers is an important way to improve the food industry, and in this sense, the application of qualitative sensory techniques has become a powerful tool. However, understanding what makes a consumer prefer a given product over another is a complex task, which involves intrinsic expectations (sensory attributes) and extrinsic expectations (packaging, brand and others), in addition to socioeconomic and ethical aspects. This study aimed to analyze and identify the main aspects involved in consumers' perception and consumption behavior of six types of eggs commercially available: white and brown eggs from farm, organic, free range, and enriched with vitamins and omega 3, using and comparing the results obtained through two projective techniques: Shopping list (SL) and Product Personality Profiling (PPP). The tasks were performed through printed questionnaires, by group of respondents in a sample of 840 participants, divided between 420 each. The different terms obtained were grouped into 6 categories in the SL and 32 subcategories in the PPP task. Global chi-square was used to test the independence between rows and columns, and the chi-square per cell to identify the variation source of the global chi-square. Differences in consumer perception were assessed using the Cochran Q test. It was observed that white eggs were perceived as products of common use, in both techniques. Consumers of enriched eggs were associated with health-conscious people, with some similarities between categories raised in both techniques. Brown eggs were mistakenly seen in both techniques as a feature close to those seen in organic eggs, showing confusion about these types of eggs. Free range, as well as vitamin enriched eggs, obtained the most outstanding product profile of the others, being more associated with rustic male profile and healthy female profile, respectively. Both techniques provided data on different and complementary aspects of the products studied, with the possibility of using them independently or complementarily. While the SL provides information that could be applied in stages, such as new product development, redesign and marketing strategies, PPP provides information that could be used to reaffirm, revert or introduce product marketing strategies to the market.