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Marketers should not lose sight of their ultimate goal, which is to stimulate genuine consumer content that will help consumers evaluate their likely experience with a product.

…when consumers are immersed in rational information, the relative role of these emotions is reduced.

Reviews can have an impact even if the consumer disagrees with the comments or the criteria – it can make positive commends appear negative for the reader and vice versa.

What market researchers often underestimate… is the degree to which consumers are myopic and have difficulty imagining or anticipating a new and very different reality.

It is hard to predict the success of a product ahead of time by measuring individual consumers’ preferences and then try to use these preferences to predict consumers’ future decisions.

There is no effective way to use market research to predict consumer reaction to major changes or new concepts.

…experts who try to predict the success or failure of radically new products are unlikely to be much more accurate than consumers.

There’s an unquenchable demand among consumers for information that might help them make better decisions.

…it is important for businesses to watch for new technologies, track the information sources used by consumers, and adjust their strategies and tactics.

Upper-middle-class consumers are angry because they can’t afford the gear featured in the store and worn by celebrities. The knee-jerk reaction is to get happy by buying something else.