One thing to consider ahead of the launch of any new idea is that:

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• What people say they will do does not always match up with what they actually do when presented with a situation.​
   

• One famous example comes from an airline who were getting lots of customer feedback about having healthier options on the in-flight 'for purchase' menu. In surveys, a huge % of respondents said they wanted salads available! Instead of racing out and implementing an expensive new line of in-flight salads (including sourcing suppliers, building supply chains, buying stock), they simply put salads on the menu on a few flights to test their customers behaviour, not just their intention. They learned that while travelers intended to buy healthier options during flights, their behaviour didn't match up so they didn't go ahead with their expensive salad plan!
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• You always want to measure people’s actual behaviour- instead of their intended behaviour in any situation. Conducting lean experiments before you implement ensures that you understand that customers will behave in the way you need them to, not just say they will in a survey – and you’ll get the great outcomes you’re looking for!