Whether you learned this watching the BBC series many years ago, just learned about it from the adventures of Mos Def & Sam Rockwell, or actually read the iconic books by Douglas Adams, there's a message in there that is of great importance in life and market research.
You must know the right question to get the answer you want.
It's all about asking the right questions. Surveys and feedback can often mislead the direction of a company. Too many times I have seen companies invest in product development because a customer said they liked the idea, only to find their intentions were quite different when there was a price tag on that new product.
What good is knowing what people like, what channels they watch, and what websites they are viewing, if you do not know what will motivate them to support your business? Spend more time thinking about the questions you ask, the extra time is worth the wait.