Let's take a look at one possible new market and how research might be able to, ultimately, provide all these benefits. We might expect that a flowering plant or a vase filled with fresh flowers sitting on the table would make the customer feel happier about the entire dining experience. Research can identify whether the customer prefers fresh flowers to silk or plastic, whether a happier diner orders more expensive wine, more desserts, tips more, or is more likely to return to that restaurant. On an even more limited and directed scale, by identifying what our customers want and need we can tailor crops to satisfy them. The answers allow us to produce what the customer wants and needs.
Many consumers are very concerned with health and environmental issues.