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I came across this Marketoonist cartoon:
That's the problem with market research that depends too much on what people say, and not enough on what they actually do. The best market research focuses on consumer behavior, not consumer words.
Because we lie to ourselves. We often say what we wish we would do, or like, or think - when in reality, we'd do something else.
(It's different when you're asking about something people have already purchased. In that case, you're not asking them to predict their own behavior, but simply to describe their own experience with something they've used.
Some of the best copy comes straight from the mouths of customers describing why they liked a product.)
I'm thinking about creating a low-ticket product for ecommerce/DTC brands. And even though I know you might not be telling me the actual truth, I still want to hear the maybe-truth.
I really appreciate every single answer,
Chavy