In his view, traditional market surveys are greatly flawed, being too broad and not delving into details such as values; they are also overly focused on product use and purchasing behavior, and regard individuals too much as isolated entities without connection to living environment.
在他看來，傳統的市場調查缺失不少，譬如太過廣泛、沒有深入到價值觀等細節；太針對產品使用和購買行為；太把個人當做獨立個體，沒有連結生活情境等等。