“It’s not that consumers won’t tell you what’s on their minds. It’s that they can’t.”

Penetrating the Mind by Metaphor. This market researcher well-versed in neuroscience holds the rights to the first patented market research technology. He makes an insightful, if insidious point, that there is an inherent contradiction between conventional market research — in which subjects are supposed to tell you how a consumer would respond to a pitch or a product — and the fact that most marketing and advertising tactics work on an unconscious level, so that the consumer does not know what s/he thinks, and most product reaction is imagery not easily verbally conveyed. Hence, better manipulation of your buying habits is forthcoming.