He needs to ask the right questions. As the author correctly works out, the respondents are operating with only a small amount of information available and ther

He needs to ask the right questions. As the author correctly works out, the respondents are operating with only a small amount of information available and therefore being necessarily pessimistic in the outcome. Realistically the people he asks for their opinion could probably only give information that a customer could respond with. Therefore don't ask questions like "I want to make wrinkle free pants what do you think?" and expect anything other than direct comparisons to other products. The respondent doesn't know your margins or even where you're selling them or anything else about the business.