消费看是用一种截然不同的眼光来看市场的很多习惯看上去像是根深蒂固的传统其实它们不过是累积起来的偶然事件。麦当劳想提高它的奶昔销量,因此雇佣了一些研究人员来弄清楚,顾客最关注奶昔的哪种特质。奶昔要做得更稠?更甜?还是更凉?几乎所有研究人员关注的都是产品。然而他们中间有一个叫做杰拉德·博斯特尔(Gerald Berstell)的人选择了忽略奶昔本身,对顾客进行研究。他每天坐在麦当劳里长达18个小时, Consumers see the many habits of the market in a radically different light Seemingly entrenched traditions are in fact only cumulative events. McDonald’s wanted to increase its sales of milkshakes, so it hired researchers to figure out what customers like most about milkshakes. Milkshake to be thicker, sweeter or cooler? Almost all researchers are concerned about the product. However, one of them, Gerald Berstell, chose to ignore the milkshake itself and study customers. He sat in McDonald’s for up to 18 hours a day,