Control in theory vs. practice – consumer product research

Every once a while, I observe myself using my iPhone and realize how much control I would want on my phone in theory/if I was asked and how little I need in practice every day.

It speaks to the challenge of getting predictive insight from conversations with users in consumer products where so much of the behavior is subconscious.

By asking questions that draw attention to a particular action or need, we unintentionally move it from the subconscious to the conscious.

And, in doing so, we lose its predictive value.

Schrodinger’s cat.