The valid point of the quote is not that it's a bad idea to facilitate a conversation with your market to better understand it. The valid points are:
- You must ask the right questions to get valuable answers.
- You must interpret the answers thoughtfully - often outside their direct meaning - to glean reliable information.
- Asking questions is not always the best way to "listen" to your market. (E.g., sometimes pure observational studies are more reliable.)