The trouble with market research is that people don’t think how they feel, they don’t say what they think and they don’t do what they say.
What's the meaning of this quote?
Quote Meaning: This quote points out the limitations and challenges of relying solely on market research to understand consumer behavior. It highlights that people's emotions, thoughts, and actions may not always align, making it difficult for traditional market research methods to provide a complete and accurate understanding of consumer preferences.
In-depth explanation: Market research is a crucial tool for businesses to gather insights about their target audience and make informed decisions about their products or services. However, human behavior is complex and often influenced by subconscious emotions, biases, and external factors. People might not be fully aware of their true feelings or may have difficulty articulating their thoughts accurately.
The first part of the quote, "people don't think how they feel," emphasizes that individuals may not consciously understand or acknowledge their emotions while making decisions. Emotions can significantly impact consumer behavior, yet they often operate at a subconscious level, making them challenging to capture through standard research methods like surveys or interviews.
The second part, "they don't say what they think," highlights the discrepancy between what people might think and what they express verbally. People may hesitate to voice their true opinions due to social desirability bias or fear of judgment. As a result, they may provide socially acceptable answers instead of their genuine thoughts.
The last part, "they don't do what they say," underscores that even when individuals verbally express certain preferences or intentions, their actions might not align with those statements. This incongruence between words and actions can occur due to various reasons, such as external influences, situational factors, or changing priorities.
In essence, this quote serves as a cautionary reminder to businesses and researchers that while market research is essential, it should be complemented by other tools and strategies to gain a deeper understanding of consumer behavior. Observing actual behavior, using behavioral experiments, or exploring subconscious motivations can help bridge the gap between what people say, what they think, and what they actually do. Acknowledging and accounting for these complexities will enable businesses to make more accurate predictions and create products or services that resonate with their target audience on a deeper level.
Who said the quote?
The quote “The trouble with market research is that people don’t think how they feel, they don’t say what they think and they don’t do what they say.” was said in the book The Brain Sell (Summary) by David Lewis. David Lewis is an author and speaker who focuses on customer service, employee engagement, and leadership.
* The editor of this interpretation made every effort to maintain information accuracy. This includes the source and any key ideas or meanings conveyed in it.
Chief Editor
Tal Gur is an author, founder, and impact-driven entrepreneur at heart. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His journey and most recent book, The Art of Fully Living, has led him to found Elevate Society.
