An interview is not enough to stay connected with the consumer

Consumer behavior and (buying) decisions are poorly predicted by what people say about it in advance. Not because the person is lying, but simply because people are unaware of what they really think of your product or service.

Consumer behavior is 95 percent driven by unconscious motives and preferences. The part of the brain that controls decision-making, doesn't control language. Just using an interview or a survey (verbal measures) is not reliable enough to stay connected with the consumer.

There are several methods to stay connected with the consumer. A multi mode research approach, a combination of methods of verbal (interview/survey) and non-verbal measures (eye-tracking/EEG/fMRI/Google-analytics/store level analytics), will provide the deepest insight.