Although many would react with a smile to such a question, just as it was the case with Albert Heijn customers, however, we have to agree — something is wrong. The example is a good illustration of proliferation of satisfaction. As an event organizer or a marketeer there is a high chance that you regularly ask ridiculous questions and ask too many questions. No question is a stupid question — doesn’t apply here. You would like everything to be measurable and like to assume that all measure yield useful insights. An illusion so great that is fed by the market research industry, resulting in an increasing level of stalking of customers.