The trouble with market research is that people don't think how they feel, they don't say what they think and they don't do what they say" - David Ogilvy. Discuss to what extent you agree or disagree with this statement using examples to help justify your answer.

In marketing research, researchers collect data from people on the ground before doing statistical analysis to come up with inferences. Mostly, they incorporate various methods of collecting data whereby questionnaires and interviews are most preferred.  

In marketing psychology, it have been discovered that people dong think how they feel when they are giving out opinion. The human mind is divided and each segment do a particular function. However in human nature, feeling overcomes every though. Feelings are controlled in the heart and soul not in mind(Homes 2020).. That is the reason why people are not able to think how they feel. A good example in marketing referral, a person who have been referred to purchase a certain commodity by the person he or she loves, chances of turning the seller down are very low. On the other side, the reason why people don't say what they think of the lip service fatigue. An example in a questionnaire, a participant can just decide to pass some questions because they just don't want to get tired from talking. Finally, the reason why people dong does what they say is because of the survival instinct to protect the ego. Eg, a colleague can tell you that she will call you over the weekend but she fail because she just said it to maintain a positive interaction (Homes 2020).

Reference

Homes, R. M. (2020). olIntroduction to cultural psychology. Cultural Psychology, 1-37. doi:10.1093/oso/9780199343805.003.0001