Foremost is the principle that the purpose of consumer research is to understand the customer's needs and wishes, and thus design product and service that will provide better living for him in the future. A second principle is that no one can guess the future loss of business from a dissatisfied customer.
I mean, the fight for a health care bill to cover all Americans and leave none behind is attacked as being a race appeal, which is not true, but then it's put out in the media as true.