Answer :
'In the context of ascertaining the research purpose, the iceberg principle holds that decision makers are aware of only 10 percent of the true business problem.
The Iceberg theory, or abbreviated theory, is a style of writing proposed by the American writer Ernest Hemingway. As a young journalist, Hemingway had to focus his newspaper coverage on the immediate events, with little context or interpretation.
The psychological concept that man's innate desires are also hidden in the subconscious, just like he is 90% of the iceberg under the surface. These desires are usually not met by traditional marketing research and surveys, or by observing current patterns.
Dealing with problems at the event level is often not enough. In many cases the real cause is hidden. The Iceberg Model is a tool that allows you to shift your perspective and look beyond the immediate events that everyone is aware of. It helps clarify the cause behind the occurrence of these events.
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