An unusual study «Secrets and Lies» by Y&R reveals unconscious views and values of consumers that can be hardly ever learnt from ‘regular’ surveys. Conducted in April 2013 among 900 online respondents from the U.S., Brazil and China, the survey combines two methodologies: traditional survey research to reveal what people want others to think of them, as well as indirect questioning, a so-called Implicit Association that sheds light on consumers’ unconscious, hidden motivations.