Word: researchers
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Dates: during 1930-1939
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...family in Eatonton, Ga. Like many another Southern family, they named their child Henry Grady. Today Promoter Henry Woodfin Grady's vision of an industrial South is finally approaching reality and Henry Grady Weaver is chief promoter of a new industrial concept. He is head of the Customer Research Staff of General Motors Corp...
Customer (or market) research is a technique of consulting the buyer on his tastes before making a product. In "Buck" Weaver's words, it is "finding out what people like, doing more of it, finding out what people don't like, doing less of it." A logical operating philosophy, it is nonetheless given scant consideration by U. S. industry. Most businesses rely solely on dealers, advertising agents and only occasional surveys to keep apprised of public preference...
Fortnight ago Frank R. Coutant, director of research for the advertising agency of Pedlar & Ryan, Inc., estimated that even though use of market research has jumped 50% in the last three years, U. S. industry is spending a mere $4,500,000 a year for it. (Estimated expenditure for engineering research: $300,000,000.) Only a handful of the biggest U. S. companies indulge in market research to an appreciable extent* and of these General Motors makes the biggest splash, spending something less than $500,000 a year for the purpose...
...Ford depends almost entirely on its dealers' reports on consumer tastes. Chrysler's Head Statistician John Scoville spends most of his time studying registration tabulations, dealer suggestions and sales records, checks his findings with occasional direct surveys of buyer opinion. General Motors alone carries on constant customer research in the full sense of the word...
...many a new selling-point, gadget, mechanical feature (see p. 77). The numerous changes in this year's cars are striking evidence of the motor industry's urge to give the public exactly what it wants. In the creation of some of the new car features customer research played a large role; others are the exclusive brainchildren of cloistered designers...