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Market research is all-pervasive. It not only determines the kinds of products that go where in the grocery store, it dictates the sort of packaging employed and the language featured on it. Research reveals that certain shelves in the grocery store absorb more eye time or attention than others. In fact, a grocery store can be thought of as a quasi-labyrinth with each turn determined by everything that empirical research can establish about human behavior. Whether a product is referred to as "lite" or "low sodium" is also decided by research. The colors of the sign at the corner BP gas station have been throughly tested to determine whether, whatever the company's actual track record, people will feel better about buying its product because of the suggestion of being eco-friendly. (They do.) Your local McDonald's is only what it is on the basis of data. In some places, a more modern architecture is being introduced; in others, the retro 1950s look has been retained. Only by knowing their clientele can McDonald's adapt as successfully as it has--at least, up until recently. In the 1970s and 80s, McDonalds discovered that certain colors made it more likely that customers would eat and get out of the restaurant quickly. The colors made those exposed to them for more than a few minutes uneasy. This was a great idea when the point was to clear the tables for new business, to discourage anyone lounging over a coffee or a 25-cent ice cream cone. McDonalds soon learned, however, that the opposite approach was more profitable, and hence the playgrounds and more muted decor. McDonalds spent millions of dollars trying to introduce pizza into the culinary mix, but every attempt failed. Even though blind taste tests put McDonalds pizza on top, the data indicated that McDonalds was too heavily branded as a burger place for the inclusion of pizza. Your local bank has probably employed the services of those who install digital signage, people deeply knowledgeable about both content and manner of display, and more and more restaurants are doing something similar with the ubiquitous TV screens customers seem unable to go without.Please let me know if you need any clarification. I'm always happy to answer your questions.
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