Groupthink
For those of you still insisting that your research methods consist only of the relationship between your customer, your product and maybe a few competitors, this is probably worth a watch.
Advertising's failure to account for the social nature of human beings is one of our biggest failures, and likely about where the line between a prosperous future and failure lies. If your not designing for talkability, we hope you enjoy fail camp.
ps. I'd also consider this a fair indictment of focus groups. If most people are willing to blatantly lie to fit in, how do you think they'll react when the answer isn't so black and white?