Harvard and Wharton seem to think so, as do a growing number of leading consumer brands.
Harvard Business Review recently published a ‘Management Tip’ entitled ‘Don’t Listen to Customers – Observe Them.’ In the ‘Tip’ they state:
“There’s a fundamental problem with asking people what will persuade them to change: Most of the time they won’t know the answer. It’s not that they won’t give one. They’ll give you plenty. But those answers are likely wrong.”