87% of your customers said they'd buy your new feature. 4% actually did. Here's why customer research systematically lies to you and how to fix it.

But what if it was never worth $400? You're walking through a store, no plan, no shopping list. Just looking. Then you see it. A dress or jacket. Clean cut, dark color, exactly your style. You glance at the tag. $400. Crossed out in red. Below it: $199. Something clicks in your brain. That's basically half price. That's a great deal. You take it off the rack. You try it on. You buy it. You walk out feeling good about yourself like you just won something. But here's the questi