well actually i like them both but i think i prefer this one a little bit these women are engaged in an opinion research project the women you have just seen are not professional restart years there are simply housewives from all over the country but all these women are doing research concerned with products for the home for research on style utility and sales and this is john hartley bringing you a report on this new partnership between enda straight and the american woman it begins like this basic research develops new materials to cope with a space age where living in a typical example of the new materials being developed by american industry through research on the problem is this now that we have the material quite products can be made better than ever by using it and more important still how can industry be sure that what it makes are the things that people really want and it starts with man designers engineers production men first they determine what things can be made better with pyro saran how about new and better products for the home everybody drinks coffee four new household products just don't sell or to put it another way the women of america love buy three out of every four a new products offered to them for their homes because they aren't a lot of women want that's the lead go on to the next step in design and see how american women show one company what they want before it's offered for sale people come from all over the united states and canada from the west from the north ladies man to my primary interest is in modern women like each little detail of each new product these pains taking respect in this way and a lot of products got no farther than here what is your preference between these two shapes  opinions that our findings held so far as i have never been wrong and don't forget some pretty solid design goes into all these things in the first place now there's a shape women want what's while at the same time of the opinions that are is finding out what style women a lot a lot of other things are going on for instance moment in the lab the scientists are running a complete series of tests naturally the key to the whole in a series of tests that all housewares go through tests far impact and thermal shock this means to make streams a hot cream cone them back again no worry on th tests such as we use our standard for all new products and they're all important to any modern system of manufacturing but here's some research but the important and unique remember these products are primarily for women for instance did you ever notice that the man who pours things there's a way women are smarter since they're not as strong as men by far the best private product you can be sure it's pretty good but this is just part of the story it's time to check with those partners again the american women sell several hundred of them try out end product at home in their own kitchen after all these women have had a chance to give something everything used while it's not difficult can evaluate how good it is at home terrible records are kept of likes and a product that makes the grain this fire is close to the home stretch several months have gone by but a lot has been learned the percolator bros good coffee it's styled right and it can take it but most importantly it's something which has been fairly tested by several hundred american women in their own kitchen the things they don't like in the samples i have been eliminated the things they do like emphasized but not all work out of the final design so again with the help of the american housewife the whole process will be repeated again to how about these decorations let's see what most american women prefer the little knob on top makes it easy for women to pour this was by far the most popular decoration inside stainless steel has been used matching the quality of the rest so here is the completed design we know that we don't like the way it looks like the way it works but there is one more step no matter how good it is no matter how much women like it there is no point in any company bringing out a new product unless women are actually going to buy it in line with the overall research  more thing is check with women stars i selected for actual sales to the right of sales as compared with other well known items some products failed to make the grain here and thekla style women pick the utility and women prove it in the marketplace this is how one company how to solve the problem of developing products that women want research creates new materials to help solve the scientific problems of the space age further research indicates a whole array of things which can be made better than ever before but i know for sure that these are things that