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What's your take on the entire premise of market research being mostly feel-good busywork detached from reality? This is because context is dynamic over time in every instance, and survey data pales in comparison to purchase data. Best way then is to launch small experiments with real people and real buying behavior.

Covered here: https://www.pretotyping.org/

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Much of the criticism of market research comes from inexperienced researchers that ask hypothetical questions.

If you focus on past and current behaviors and problems you can fairly accurately predict future behaviors since most consumers/customers tend to do the same things over time.

That said, I read and enjoyed the book you linked to and thought it had valid points. If you can build a quick prototype to observe actual behavior then go that route rather than starting with a formal discovery process. That’s not always doable though…

The survey / behavior gap is very real. Short-term we're focused on surveys, but we'd like to integrate behavioral data long-term (and potentially be primarily behavioral data, but that is TBD)

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