Very astute observation, sharpn. In business school they call it "top 2 boxes". When you ask a question like, "How likely are you to use this product..." with

Very astute observation, sharpn. In business school they call it "top 2 boxes". When you ask a question like, "How likely are you to use this product..." with a 1-5 scale, you want 95% of your responses to be 4 or 5 (top two boxes). The reason is that people are unwilling to criticize something as harshly, so the scale of approval on doing some market research really goes from 80% approval to 100% approval. Kudos to you for figuring this out on your own.