How big is the risk that paid participants aren’t fully honest in giving their input, thereby derailing traditional market research? Huge. Common sense combined with the scientific finding that over 90% of people’s mental activity occurs below the waterline of conscious thought confirms the obvious: there’s plenty people can’t or won’t say. Like an iceberg, the danger for companies involves what lies below the surface. Case in point: in this 2015 study, claimed condom usage vastly exceeded the actual purchase level. No wonder a major study by a British research institute found that most “favorably received” advertising campaigns have weak sales results.