Can you believe what people say about their wants and wishes? (Part I)
One of the most common objectives of market research is to find the customers wants and wishes, or their hot buttons. But what if traditional market research identifies the wrong hot buttons? What if conventional market research singles out hot buttons that freeze your fingers? What if standard market research uses malfunctioning thermometers? A recent study by Professors Dan Horsky, Paul Nelson, and Steven S. Posavac published in the Journal of Consumer Psychology examined this possibility.