Yazıda pazar araştırmaları hakkında en beğendiğim bölümü aşağıya ekledim. Absolut şişesi hakkında da benzer hikayeler vardır.
The problem: Consumer research tends to reward safe ideas because it takes time and cultural support for consumers to adopt truly new products. That's what yields huge stretches of retail space devoted to minor variations on the same theme. "Want baking soda with that?" the toothpaste aisle asks us.But this is not the way to build real winners. Just ask Herman Miller, whose Aeron chair was panned as ugly when it was introduced, only to become the best-selling design the company had ever introduced.