"We don't believe what people say..."

The human psyche is like an iceberg. Only a fraction of it lies above the surface.

It wasn't the visible part of the iceberg that sunk the Titanic. It was the deep, invisible, unfathomable, immovable part.

It's the same with consumers. They are complex and multidimensional. People think and function at many levels of awareness, but only a small fraction of consumer behavior is expressed at a conscious level. Yet this is what most market research techniques collect. The rest is a hidden world of unconscious and unstated needs which contains a rich source of information for marketers, but is virtually impossible to access just by asking people why they do things. This is what we collect. If your marketing research is based only on what they say about your company and your products, then you are missing the vital information which you need in order to make the right decisions!

By definition, you cannot ask people to tell you something they are not aware of!