Business Quote by Clayton Christensen

“Understanding consumer attitudes and behaviour in a category is an asset of the manufacturer and a source of power in the battle for mindspace,…

— Greg Thain

When companies try to guess what consumers want, they essentially make the choice for consumers.

— Sheena Iyengar

Consumers are looking for experiences, whether that's travel, whether that's entertainment. They're looking for differentiated products, things that are going to have meaning.

— Mindy Grossman

“A manufacturer taking a category-based view understands the role of the category within different chains and store formats, as different retailers have different category…

— Greg Thain

Consumers need more insight into the goods and services they purchase. Businesses need to produce those goods and services more sustainably.

— Arancha Gonzalez

“The ideal category offers alternatives in all major segments, covers a range of price points and optimises impulse buying. Since retailers focus on categories,…

— Greg Thain

“Where the shopper’s appetite for variety, choice and novelty are greater, the specialisation of manufacturers into product categories gives them the critical mass and…

— Greg Thain

It's not the consumers' job to figure out what they want

— Steve Jobs

Consumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can only compare against their current frame…

— Michael J. Silverstein

Consumers don't think how they feel. They don't say what they think and they don't do what they say.

— David Ogilvy

“Category management is something of a misnomer; category understanding may be a better goal. Category understanding should be an effort to see the market…

— Greg Thain

“manufacturers do play a role in category planning because they can synthesise their experiences across the different chains they serve, both nationally and internationally.…

— Greg Thain