My answer to What are the main aspects to analyze while doing a market study?
Answer by Ken Larson:
The subtle behavior in value based marketing is vital.
As Erika Hall conveys in her article, How the ‘Failure’ Culture of Startups Is Killing Innovation”:
“Research is not about whether people “like” or don’t like something. No business should ever use the word “like.”
Like is not a design word and has nothing to do with any business goal. It’s just a reported mental attitude with no necessary connection to behavior. (Same thing with “hate”: I may hate The Newsroom, but I still watch it. Why? The better to hate it.)
In market research, this is known as the difference between “declared preference” — the fruit of focus groups — and “revealed preference” or reality.”