The Liar’s Box is the repository of market research findings that you know are false even though respondents declare them to be true. We recall a vivid example: In a market survey, avid skiers dismissed the importance of graphics on their skis. Research reported that the desirability of skis was all about the shape, size, material and performance. How they looked? A trifle Not true, according to the manufacturers and retailers. Graphics are critical to the buying decision, which is why most manufacturers continue to outdo themselves putting out the hottest-looking skis on the market. Respondents’ feedback on graphics has been relegated to the Liar’s Box Recently, Forbes reported a similar example from the wealth management…
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