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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 3Digging for the Truth

What Is Accurate May Not Be Real

Learning the Hard Way

There’s a world of difference between facts and truth. Facts can obscure the truth.

—Maya Angelou

The importance of emotional triggers has been underscored throughout the first two chapters of this book because they are what set emotional trigger research apart from other modes of quantitative and qualitative research. Our epiphany didn’t come easily. We learned the hard way after years of trial and error. So, before we embark on a series of detailed case studies that explain how we used emotional trigger research, we will briefly share our journey of discovery with you. We do so in the hope that it will spare you many of the same frustrations and false starts ...

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