Users/respondents lie, and many buyers/researchers are neo-luddites; most C level still come from the telemarketing days. A fun example: mobile targeting is terrible when off wifi because all survey platforms uniq identify users based off their IPv4, so any T-Mobile LTE users in the same city going through the same CGNAT often share profiling data that ends up conflicting, which ends up meaning they don't get sent into the best survey(s). The issue is even worse in heavy IPv6 countries like India+France.