ABSTRACT

Better Products? .........................................................................................224 11.7 Move Beyond Hearing: How to Really Listen to the Consumer ...............226 11.8 What Techniques Will Help Move Beyond Superfi cial

or Surface Responses? ............................................................................... 229 11.9 How to Make the Most of the Learning Emerging

from the Research ...................................................................................... 231 11.10 Considerations ........................................................................................... 232

How often have we heard, “59% of buyers prefer fruit to savory fl avors?” “We’ve got an 18 share.” Forty-seven percent chose “with sauce” over “in marinade.” “All natural” and “sugar free” are the “top-two box” scores among 33% of women. Useful? Of course. Important to know? Absolutely.