David Feld, founder of Today's Man, a $ 204 million retailer based in Moorestown, New Jersey, guessed that many men equated buying clothes with going to the dentist, but he didn't know why Feld paid for focus groups to uncover the truth. But he never met a focus group he trusted. Finally, Feld's advertising agency recommended he talk to a company of professional hypnotists based in New York. Feld was skeptical, but he was desperate and curious enough to commission a study focused on why men feel uncomfortable in clothing stores. "The results really shook us up." Feld reports. The comments the men made under hypnosis had the ring of authenticity he had been searching for. Hypnotized men revealed that they often hated the way their clothes fit but didn't know how to complain. "One guy told us that the last time he bought a suit, it didn't fit right-but he didn't say anything. Feld says "He then told the hypnotist how insecure and dopey he felt when he wore that suit. Further, some of the groggy men admitted to a sense of powerlessness - they felt ganged up on by both their wives and pushy sales-people." We had never gotten that answer before". Feld says. Evaluate the research method used by Today's Man.
David Feld, founder of Today's Man, a $ 204 million retailer based in Moorestown, New Jersey, guessed that many men equated buying clothes with going to the dentist, but he didn't know why Feld paid for focus groups to uncover the truth. But he never met a focus group he trusted. Finally, Feld's advertising agency recommended he talk to a company of professional hypnotists based in New York. Feld was skeptical, but he was desperate and curious enough to commission a study focused on why men feel uncomfortable in clothing stores. "The results really shook us up." Feld reports. The comments the men made under hypnosis had the ring of authenticity he had been searching for. Hypnotized men revealed that they often hated the way their clothes fit but didn't know how to complain. "One guy told us that the last time he bought a suit, it didn't fit right-but he didn't say anything. Feld says "He then told the hypnotist how insecure and dopey he felt when he wore that suit. Further, some of the groggy men admitted to a sense of powerlessness - they felt ganged up on by both their wives and pushy sales-people." We had never gotten that answer before". Feld says. Evaluate the research method used by Today's Man.
Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment
Section: Chapter Questions
Problem 1CE
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Transcribed Image Text:David Feld, founder of Today's Man, a $ 204 million retailer based in Moorestown, New Jersey, guessed that many
men equated buying clothes with going to the dentist, but he didn't know why Feld paid for focus groups to uncover
the truth. But he never met a focus group he trusted. Finally, Feld's advertising agency recommended he talk to a
company of professional hypnotists based in New York. Feld was skeptical, but he was desperate and curious
enough to commission a study focused on why men feel uncomfortable in clothing stores. "The results really shook
us up," Feld reports. The comments the men made under hypnosis had the ring of authenticity he had been
searching for. Hypnotized men revealed that they often hated the way their clothes fit but didn't know how to
complain. "One guy told us that the last time he bought a suit, it didn't fit right-but he didn't say anything. Feld says
"He then told the hypnotist how insecure and dopey he felt when he wore that suit. Further, some of the groggy men
admitted to a sense of powerlessness - they felt ganged up on by both their wives and pushy sales-people." We had
never gotten that answer before". Feld says.
Evaluate the research method used by Today's Man.
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