Callithrix jacchus are small-bodied Neotropical primates popularly known as common marmosets. They are endemic to Northeast Brazil and occur in contrasting environments such as the humid Atlantic Forest and the dry scrub forest of the Caatinga. Common marmosets live in social groups, usually containing only one breeding pair. These primates have a parental care system in which individuals help by providing assistance to the infants even when they are not related to them. Free-ranging groups use relatively small home ranges (0.5-5 hectares) and have an omnivorous diet. Because of the shape of their teeth, they actively gouge tree bark to extract and consume exudates. When foraging for live prey, they adjust their strategy according to the type of prey. The successful use of appropriate hunting strategies depends not only on age but also on prey type and seems to be mediated by learning and experience. Indeed, common marmosets have shown unexpected cognitive abilities, such as true imitation. All these aspects seem to have contributed to the ecological success of this species. Callithrix jacchus has been widely studied, especially in captivity; even so, a number of questions remain to be answered about its biology, ecology, and behavior, both in captivity and the wild. A richer understanding of marmosets' natural behavior and ecology can have a significant impact on shaping ongoing and future neuroscience research. © 2016 Wiley Periodicals, Inc. Develop Neurobiol 77: 244-262, 2017.