Don't (always) listen to your customer

Customer sometimes says one thing but do another

Can we trust their response?

1. People tends to under report past, socially unacceptable incidents

2. People tends to over report future, desirable behavior

3. People choose the easiest response to 'why' questions

4. I'm too lazy to uncheck that box

5. I did what other people are doing

6. I had no idea

Behavior design - "Trust what I do, not what I say"