"The trouble with market research is that people don't think what they feel, don't say what they think and don't do what they say"
The higher part of the brain thinks it is the oval office when in fact it is the press office
Most people do not know what they want / will want because emotion drives behavior and we have little insight or foresight into our emotional wiring
Our brain creates rational explanations to otherwise compulsive, emotional decisions
We are honest liars, we don't know the process behind our decisions