Market research is a growing part of my job, and I feel consumer research studies are fraught with imperfections. Are they really providing objective truths or riddled with bias? The author here validates some of my suspicions and lays out an approach to uncover what “people think when you can’t trust what they say.” While there’s no silver bullet, the author provides considerations and methods to interpreting responses as well as a framework for asking questions. It’s a helpful resource I can glean insights from the next time I feel that a research project is going off the rails.