Asking a consumer about something overrides the natural state that thing occupies in his or her experience.

It’s very hard to preempt what people will find interesting or attention worthy – which makes it very risky to presume by asking them a question about it.

When research has put a focus on the issue it’s investigating that causes people to consider it in a way they otherwise wouldn’t, it has manufactured the response it gets.

Consumer.ology by Philip Graves