The research interview process does more than merely ignore critical components of why people behave as they do, it changes how and what they think.
A way of identifying a consumer’s preoccupied with risk is through the questions they ask.
If you want to know why someone does or doesn’t buy, you have to understand how the environment shapes behavior.
Divorcing the quest for understanding from the context in which it takes place is a recipe for leading yourself astray.
There is little point in asking a television viewer what he thinks of a new program’s title, if it contains words that his unconscious mind would pass over and filter out of conscious appraisal at the moment of the selection decision is made in reality.