I asked John Berenyi of Bergent Research (www.bergent.com.au) why usability people are sometimes disparaging of market researchers. John has some interesting thoughts about about good - and bad - market research. The book John mentions is Vance Packard's "The Hidden Persuaders". (www.amazon.com/exec/obidos/ASIN/0671531492/informdesign). John is correct in his statement that Vance Packard died (in 1996). There's a reference to Paco Underhill in the podcast. His book "Why We Buy: The Science of Shopping" (www.amazon.com/exec/obidos/ASIN/0684849143/informdesign) is an interesting read.(References to books on this webiste are links to Amazon.com - we earn a small commission on any purchases you make on following such links).