Despite research proving that consumers preferred the taste of New Coke, its intorduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if:
A) researchers had concentrated on advocacy research.
B) researchers had broadened the sample population.
C) researchers had defined the problem differently.
D) researchers had changed the method for the taste tests.
E) researchers had focused on novelty rather than taste.

Question

Quizplus · Accepted Answer

The problem wasn't that consumers didn't like the taste of New Coke; it was that they didn't want the old formulation to be discontinued. If researchers had defined the problem differently and taken into consideration the emotional attachment consumers had to the old formulation, they could have avoided the failure.

Despite Research Proving That Consumers Preferred the Taste of New