I suppose that one of the reasons we did the study was to find out the truth of how customers evaluate, specify, and buy products in the entertainment industry.
In the process, we also discovered that some of the truths we held to be not only self-evident, but near to Gospel, were simply not so. In fact, one of the possible titles for the study might have been “Everything You Used To Believe About Marketing Products Probably Ain't True Anymore.”
Let me back up. A little over a