From academia to large companies, from consultants to advertising and public relations agencies, from businesspeople to sociologists, psychiatrists and even neuroscientists, there has been a determined march forward to discover the mysteries of why people buy the products they do.

The guesswork of the distant past has been replaced with high-quality research and well documented field experiments. It may not be physics, but important principles have emerged from this collective effort, validated time and again through decades of application.

New Product Development is now a science.