In a recent TEDx talk, Apala Lahiri Chavan from Human Factors International, lays out three laws for UX. It's an engaging and worthwhile talk.
When exploring the first law regarding the user's right to dignity, she implores UX to go beyond demographic and psychographic elements and discusses the need to understand the values of the user. I think cultural anthropologists and communication researchers would agree. There is value in understanding where the user, as an individual, and as a member of community derives value. Symobographic research is one way to get at the elements of meaning, motive, emotion, and identity to give deeper insights to help with brand and UX work.
You can see the Apala's entire talk on YouTube - http://youtu.be/MiwjplU6kAc .