In their new book, Marketing Metaphoria, Gerald and Lindsay Zaltman suggest some answers to the questions. In decrying the lack of what they call "deep thinking" among managers and especially those responsible for marketing, they suggest some things that get in its way. Among them are: (1) reluctance to take risk, especially when short-term performance is at stake, (2) the fear of disruption resulting from "thinking differently and deeply," (3) the potential psychological cost of changing one's mind resulting from deep thinking, and (4) the lack of information providing deep insights on which to base deep thinking.
According to the Zaltmans, while nearly all research techniques commonly used today probe humans only at their conscious level, the subconscious (offering deep insights) really determines behavior, and that explains why humans don't behave as they say they will, whether in buying or other behaviors. As a result, for example, four in five product introductions perform below expectations.
Harvard Business Review
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