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).