"It's silly for me to raise expectations too much, but I think I'm right on the basic trend, which is shifting power to consumers."

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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.

— W. Edwards Deming