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Our brains experience and know more than our minds can ever possibly report.
Taken from: Douglas Van Praet, Unconscious Branding
Marketers spend a disproportionately large percentage of their primary research budgets evaluating and measuring brand, advertising, message, and product awareness. When asked about how much market research Apple did before launching iPad, he said, "None. It isn't the consumers' job to know what they want."

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