"Consumers often do not tell you the truth. They tell you what they think you want to do." Tanner told Fortune.

I’ll be the first to admit that salad isn’t my first choice when I go to Panera Bread. Between the sugar-encrusted bagels, ...

Restaurants often ask customers to help them decide on new items. There's a place in the middle of nowhere California where all sorts of fast-food chains test new menu items. Fast ...