Common sense doesn't work anymore

For years, common sense has been the recurrence of any problem when the marketing department lacked of creativity. We’ve been told that the best marketing strategy is one with the simple application of common sense to a particular topic.
Consumers are not logical. We are emotion driven.
Common sense says you have to ask somebody to know what she wants. Ask your consumer what she would want to buy and your product will be a failure. It doesn’t work. Forget about focus group or product test.
Common sense dictates that, if you show more options to your consumer she should buy more, or buy without hesitation. Put more options and your sales will decrease.
Sometimes, the opposite of the natural choice, is the winner one.