One of the biggest differences between market research & Design research is having a Empathetic approach towards the consumer. Design researchers use Empathetic approach inorder to understand the issues of consumers which inturn help in identification of latent needs. Have a look at this amazing video, showcasing a conflict between advertiser & consumer.
I guess its time we empathize with the customer (listening to his/her issues, noting his/her needs, feeling what he/she feels) or as shown in the video, the customer will just walk away.
Video Source: http://www.youtube.com/watch?v=DkOHsjZKBB0