Though the burgers cost more, they were thought of as a better value because people perceived them as better tasting. Cheskin assists with the development of Bubble Yum, introduced as the first soft and chewy bubble gum, pioneering a category of gum that draws the most sales today. Cheskin helps 3M reposition Scotchgard, increasing sales more than 30 percent based solely on changes in packaging. Davis Masten joins Cheskin Associates. Darrel Rhea joins Cheskin.
Company moves from Chicago to California.
1981 Louis Cheskin retires. Christopher Ireland forms ImageNet, a qualitative research company. ImageNet pioneers the use of photography and other ethnographic techniques in market research. Cheskin repositions Nature Made vitamins, helping them become the largest selling brand of vitamins in the United States. Cheskin assists with Hewlett-Packard's entrance into consumer markets.