Using two techniques, In Vivo (qualitative) and K200 (quantitative), offers a brand diagnosis based on purchasing behavior.

In vivo interviews allow us to differentiate what the buyer does and what he says, exploring in store the true determinants of product choice at the point of sale.

The analysis of qualitative material can be continued with a quantitative work conducting surveys that follow the same logic of behavioral interviews In Vivo.
It is thus possible to obtain a reliable measure of purchasing behavior, the strength of brands (resistance to competition, the discount and the out of stock) and the influence of factors present at the POS (assortment, merchandising, packaging, pricing, promotions, environment, etc.) and how they are or are not able to change the intentions prior to purchase.

The results help to develop a marketing mix appropriate to the reality of the purchase.

The ADEL system works with the following indicators:

1. The true effect of marketing actions on consumers
2. Diagnosis of the real strength of the brands in your market
3. Situations of brand replacement (switch):
   • From which to which brand?
   • What criteria were considered for the exchange?
4. Situations of abandonment of the purchase in the absence of the sought brand (skip):
   • What concerns prevent the switch?
   • What fears must be taken into account for the brand communication?
5. How does the consumer decode the shelf at the time of purchase:
• Criteria for merchandising
6. What products are compared - what is taken into account?