We overrate our conscious mind. What we think and what we do are often separate.
For example there was a product focus group. Everyone was most enthusiastic about the product, gave lots of useful feedback etc.
At the end they were offered £50 cash for attending or one of the products, which everyone had said was good value at £100. Every single person took the cash.
The moral: Don't believe surveys, customer focus answers or anything else - they will send you the wrong way. Set up trials to see what people actually do.