Customer sometimes says one thing but do another
Can we trust their response?
People tends to under report past, socially unacceptable incidents
People tends to over report future, desirable behavior
People choose the easiest response to 'why' questions
I'm too lazy to uncheck that box
I did what other people are doing
I had no idea
Behavior design - "Trust what I do, not what I say"
https://youtu.be/2gxnr3r1YVU