A System Must Be Managed. It Will

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.

When Asked What Single Event Was Most Helpful In Developing The Theory Of Relativity, Albert Einstein Replied, "figuring Out How To Think About The Problem".

Anybody Can Achieve Gains In Quality By Slowing Down Production. That Is Not What We Are Talking About.

The Ultimate Purpose Of Collecting The Data Is To Provide A Basis For Action Or A Recommendation.

Innovation Comes From The Producer - Not From The Customer.