Much of the criticism of market research comes from inexperienced researchers that ask hypothetical questions. If you focus on past and current behaviors and p

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…