"If we don't understand our own preferences or the true motivations behind our own behaviors, marketers are wasting billions of dollars each year by asking questions in quantitative surveys and qualitative focus groups people simply can't know the answer to. And marketers are using that information as the guiding forces to bring innovation and improvement to the marketplace. Not surprisingly, the success rate is abysmal, as only two of every ten new products launched in the U.S. succeeds. 'Houston, we have a problem.'"