Humans are generally comically simple once the truth of their emotional decision making is revealed. What’s not simple is discovering them in the first place since we work surprisingly hard at generating a huge amount of rationalized complexity over top our very impulsive decisions.
I think smart marketers can tap into the real stuff using traditional methods like focus groups. But you really have to listen and think. My experience in the back room is that most people find it a very convenient time to chat or do expense reports. So this might be a better way for lots of reasons.