What people say in consumer research studies is often very different that what they do in real life. As Seth Godin says *consumers are liars.* They often don't want to admit the real reason why they made a purchase of a product or service. We seldom will admit that we were feeling impulsive, or we fell in love with a product, or we were feeling a need to spoil ourselves etc., etc. Take, for example, SUV's. People say they're safer (they're not); they need the space to carry lots of cargo (mini vans carry far more); they can go off road (something like 80% or more never do). As Fran and Michael suggest, research and the insight it provides can be very powerful, but care needs to be taken that the research is conducted in the right way, and not taken out of context. Often this means the research must be conducted in a blind manner. Research tends to look backwards, mostly at the status quo, and as such, can be frustrating for anyone trying to gather insight on innovative or unorthodox concepts that break new ground. It is also, generally, observation. New research methods which involve co-creation and user participation are coming into greater use now. The research is no longer about what the consumer does, but about what the consumer might soon imagine they will want or need.