Naysayers and Yea-sayers

For example, in one large university in-plant we learned that the largest group of customers bought stationery products. Of course, this is a commodity product, and in the focus group we learned that those customers appreciated the competitive prices. The next largest group of customers identified in the survey talked about more specialized and expensive products, including large-format printing and VDP. In the focus groups we learned that these customers felt the in-plant provided greater value than the competition, and these products were used for marketing and sales purposes.