People don't know what they want

Submitted by SimonB on 28 January, 2008 - 05:16.

The video below is from a talk that Malcolm Gladwell gave at a TED conference.
Running Time: 17 minutes
Source: Malcolm Gladwell: What we can learn from spaghetti sauce

In the video, Malcolm Gladwell talks about the work of Howard Moskowitz, a experimental psychologist in the field of psychophysics, and how Howard came to the conclusion that people do not know what they want.

The Perfect Pepsi, perfect pickle & perfect Prego

Howard found that its not about finding the perfect Pepsi, but rather finding the perfect Pepsi's.
There is no "one size fits all" solution.
If you ask someone what they like they will tell you what they think you want to hear, or base their answer on their limited experiences.

For more information see Rule Developing Experimentation

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