1.

According to Malcolm Gladwell, Howard Moskowitz discovered three truths:

a. People are often unable to articulate exactly what they want.
b. Different kinds of a thing serve different kinds of people.
c. Pursuing universals often prevents us from understanding variability.

2. After conducting research on consumer preferences of sunflower seeds, the following

observations were made:
a. For the chosen brand, Spitz, several flavors were available: Cracked Pepper,
Seasoned, Dill, BBQ, Sweet Chili, Salted Caramel, among others. These products
were found at grocery stores and convenience stores. The more common flavors,
such as Cracked Pepper, Seasoned, or BBQ, were available at major grocery chains.
The other flavors like Salted Caramel and Sweet Chili were typically found at
convenience store locations.
b. The following age groups were tested: 4, 7, 11, 39, 42, 64, and 68. Of the seven
tested, four were male and three female.
c. The youngest age groups (4 and 7) preferred sweet (Salted Caramel, BBQ). The
other groups preferred tart and spicy (Dill and Cracked Pepper). The stronger flavors
were far preferred by the older test subjects, while the sweeter, softer flavors were
preferred by the younger subjects. In fact, the younger subjects strongly rejected
the spicier flavors like Cracked Pepper and Sweet Chili.
d. Interestingly, all test subjects were positive about Seasoned and BBQ. Even though
the younger preferred sweet and the older preferred spicy, all groups still enjoyed
more common flavors (those easily found at grocery stores).