The human being is essentially unconscious and the real wishes only appear hidden. That's why we have a team of senior analysts trained in good listening and understanding speech.
The brands on the behavior
“Behavior is a reaction to a perception of the environment”
Watson
How does the brand work in the time of purchase? Does it resist to discount, promotion, competition?
What is the impact of promotions, packaging, arguments?
Behavioral Groups and Interviews reproduce its effects in a realistic situation, showing what behavior will it create and not only what will be said of it.
The human being is essentially 
