Thinking that convenience food was all about convenience, cake mixes were developed in the 1930’s that only required the addition of water. Tests showed that housewives were always looking for ways to save time in the kitchen.
Sales were disappointing, however, until researchers discovered that no matter what they said, housewives really didn’t feel satisfied with the experience of baking a cake unless it involved cracking a couple of eggs.
After reformulating the cake mix to require the addition of “two fresh, whole eggs”, cake mix sales soared.
The lesson here: it’s important to really listen to what your customers have to say. Then dig deeper! In advertising, what we think we think isn’t always reliable.