What Do Consumers Think? Don’t Even Bother Asking

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Why do we consistently ask consumers for answers they can’t give us?

Marketing research is the art and science of exploration. Simply put, we ask people questions and they give us answers. Sounds easy enough—until you consider the inherent problem. Can you, marketer or brand manager, reasonably answer every question you’re asked? Can you really say whether, for example, Apple’s new advertising will make people more likely to buy a Mac? Or whether a brand’s new spokesperson really makes that brand more memorable to the public? Unfortunately, you probably cannot give accurate answers to those questions.

And

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