BEHAVIOR DEFINES CONSUMERS; DEEPER UNDERSTANDING: Don't ask people what they think; watch what they do.(analysis of market research)

Advertising Age, July, 2007 by Neveril, Tom

Byline: TOM NEVERIL

A couple years ago I interviewed a mother of four at her house. I wanted to gain an authentic perspective on what made her tick and why she was so loyal to my client's home delivery service. So I turned on my iPod's voice recorder and eased into a discussion about life in suburban Chicago. Soon, she was gushing about how happy she was with her transition from "high-pressure'' corporate executive to motherhood: "I love being at home. I love raising my children. I love being able to be with them for every aspect of their lives.'' She was even enthusiastic about cooking, laundry, walking the kids to school, teaching them to be polite and driving them to soccer practice. She smiled and shrugged, "I'm one of those crazy people... I don't mind...

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