People love to make other people happy. They want the people around them to feel good. They avoid hurting one another's feelings. They know what it's like to hear things they don't want to hear-and want to avoid making others feel that way. Sometimes, to achieve this, they might even lie. The lies aren't malicious-they're about making other people happy and not hurting them. However, when it comes to customer research, you want people to be honest-even brutally honest-when you are trying to figure out what to build. So how do you ask questions that promote that level of honesty?