This chart from the author’s Continuing Audit of Marquee Values analysed Ronald Reagan’s popularity at the height of his career as a movie-star. 4 Once a product is ready for market, research can tell you how consumers rate it compared with the products they are now buying. If they find your product inferior, send it back to your Research and Development people. 5 Research can tell you what formulation, flavor, fragrance and color will appeal to most consumers. 6 Research can find out which of several package designs will sell best. While you’re about it, find out if people can open your package. I shall