Choice and Happiness
Watch this video to see what happens when people ask the right questions. We will look into this a bit more in section 2.1.1.
Several years ago, a market research firm did a project for a religiously-based non-profit organization that once provided death benefit insurance to a now-defunct fraternal order. The group was trying to determine how to retain relevance and market share in a dynamic financial services industry. They intended for the firm to evaluate their products to determine what new lines they should offer.
As the market research firm discussed the client's problem with their team, they discovered that the client was not sure to whom they would sell these new products because their traditional customer base had disappeared. The firm planned the project to determine not the best product but who the best customers would be for their existing products, which they already knew well. Fortunately, this client was open-minded enough to recognize that the original question they had asked was not the one they needed answered.
Source: Malcolm Gladwell, https://www.ted.com/talks/malcolm_gladwell_choice_happiness_and_spaghetti_sauce
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