In a world where professional survey takers can recite your screening questions from memory, how do you discover what consumers truly want? The answer lies not in abandoning research altogether, but in reimagining how we connect with the people we serve.

Picture this: Sarah completes 12 surveys before breakfast. She knows exactly how to describe herself as a "premium shopper" for one survey and a "budget-conscious mom" for another. She's mastered the art of passing screening questions and can spot a test question from a mile away. Sarah isn't real, but she represents thousands of professional survey takers who are shaping the products and services we use every day.

The fashion industry can't stop talking about augmented reality. Virtual try-ons, magic mirrors, and digital showrooms are being hailed as the future of retail. But here's what everyone's tiptoeing around: Do these flashy AR experiences actually convince people to buy clothes?

The irony isn't lost on me. As a marketer, I should be immune to brand loyalty. I know all the tricks and can spot a marketing ploy from a mile away. Yet understanding marketing hasn't made me less loyal, it's made me more appreciative of brands that truly deliver on their promises.