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.

New product and new types of service are generated, not by asking the consumer, but by knowledge, imagination, innovation, risk, trial and error on the part of the producer, backed by enough capital to develop the product or service and to stay in business during the learn months of introduction.

The system that people work in and the interaction with people may account for 90 or 95 percent of performance.

The customer is the most important part of the production line.

A man who knows not his limitations is of no use to anyone.

A rational prediction has an explanation based on theory.

There is no substitute for knowledge.