Listen here to his lovely talk about the risks in taking what people say at face value. Another nail in the coffin of bad consumer research...1) Preferences are unstable - think the Coke sip.
2) Beware the perils of introspection: making people explain what they want actually changes their preferences, and often kills innovation.
3) When people explain their actions, they often just make it up, because accessing the unconscious is very difficult.
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