Market research has historically done a poor job of helping companies avoid disruption. We are good at tweaking the known but not so good at spotting the next chapter. To underline this fact 89% of firms that were on the Fortune 500 list in 1955 are gone. Companies like National Sugar, Detroit Steel and Studebaker all disrupted out of existence. This post, and the accompanying Ted talk, will argue that traditional market research techniques focus too much on the easy rational (system two) analysis vs. the more emotional (system one) world that we live in. It will also share a new approach to exploring those primal system one motivations in order to avoid disruption.