A Rule Should Suit The Purpose.

Foremost Is The Principle That The Purpose Of Consumer Research Is To Understand The Customer's Needs And Wishes, And Thus Design Product And Service That Will Provide Better Living For Him In The Future. A Second Principle Is That No One Can Guess The Future Loss Of Business From A Dissatisfied Customer.

The Problem Is That Most Courses Teach What Is Wrong.

Forces Of Destruction: Grades In School, Merit System, Incentive Pay, Business Plans, Quotas.

If You Do Not Know How To Ask The Right Question, You Discover Nothing.

Monetary Rewards Are Not A Substitute For Intrinsic Motivation.