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The Story of Prego

The Story of Prego. By Dan Fleck inspired by TED talk from Malcolm Gladwell http:// www.ted.com /talks/ malcolm_gladwell_on_spaghetti_sauce.html. Prego versus Ragu. 1980s… Ragu was winning…. Marketing (in the 1980s). Focus groups: What do you like?

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The Story of Prego

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  1. The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html

  2. Prego versus Ragu 1980s… Ragu was winning….

  3. Marketing (in the 1980s) • Focus groups: What do you like? • Search for the universal answer (like physics)

  4. Enter Howard Moskowitz • Harvard trained pyschophysicst • Prego asked him to find out how to beat Ragu • Spent months in TASTE tests with pasta sauce of all possible variable (tart, sweetness, spiciness, chunkiness, etc…)

  5. The Answer • What is the best sauce overall? GROUPING (Market Segmentation) • 1/3 like regular • 1/3 of the people like spicy • 1/3 like chunky • …. But in 1980 NO ONE made a chunky sauce (because that’s not what was authentic in Italy)

  6. Enter: Prego Thick and Chunky • Prego creates a line of Thick and Chunky sauces • Over the next 10 years they make $600m from this line

  7. Lessons for S/W • Create Thick and Chunky Interfaces ? • Requirements • People can’t say what they want – iterate/prototype • People can’t tell you what they do – ethnographic studies • UI • Different users need different UIs… don’t search for universal!

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