Gladwell TedTalk Case Study Bryce Campbell
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Philosophy
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Feb 20, 2024
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Gladwell TED Talk Case Study
Name: Bryce Campbell
1.
How did Howard Moskowitz fundamentally change how the food industry thinks about making consumers happy?
Howard Moskowitz changed how the food industry approached customers happiness by introducing variability. All of us as people are unique and different as we all have such different backgrounds. In this example specifically with food we all grew up with different pallets, different cooks as parents on what we were fed, and different textures even that we enjoyed vs disgusted. With variability in food, we get the many flavors and textures that we see on the shelves today ion many large super markets. Using Ragu as an example, instead of there being just one size fits all Ragu there are 36 different flavors under 6 different variety groups.
2.
Prior to Moskowitz’s research, how did the food industry find out what people wanted
to eat?
The old approach was understandable as they were looking for a universal answer for everyone to enjoy. That approach is easier after all as everyone enjoys a one-
size fits all. They would take a product they would like to launch or multiple versions of a single product and have it taste tested. They would take that data from the groups and in the end release the product at the top of the data bell curve. Also another popular tactic was simply to ask the consumer what they would want in their product and would take the most popular answer and run with it.
3.
How did Moskowitz work with brands like Pepsi and Prego to change this assumption?
He took a different approach than to take different variation that is slightly different than the rest and find the best one. He didn’t believe in finding the best of anything but the best of multiple things. Meaning what the best Pepsi or spaghetti sauce for each individual person. He took many larger variations of Prego as an example and had different groups of people try 10 different bowls of pasta each with different sauces and mixtures. He took all the data and moved them into focus groups. Seeing that some like plain, some spicy, and some chunky. At the time there was no
chunky tomato sauce and as soon as Prego released their chunky sauce it was a smashing hit. This allowed all different companies to see the profitability in variety when it came to their products and we have Moskowitz to thank for that.
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