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What should marketers take away from this research? For one, marketers should be very suspicious of market research that claims to uncover the "why" behind a decision, such as "Why did you buy that Budweiser?" This isn't big news, but the research underscores why it might be difficult or impossible for a consumer to explain the thought process behind a purchase (since most of that process occurred subconsciously).

eyetracking can solve the problem of asking the conscious why because we can derive it looking at perception.