“Information condensations” were found to introduce hindrance factors to the
project. Basically new and mismatched ideas originated from the complementors, new
information provided by the consumer and sensory researches (results presentation
meetings), unsuccessful product feature experiments (changes in ingredients) and
communication between the participating organisations were examples of these
condensations in this case. One of the indisputable information condensations in the
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current project was consumers’ attitudes and the market situation revealed by the
research. To put it more accurately: the apparent mismatch between the overtly
positive expectations of the brand owners with those of consumers’ willingness to buy
the new product which was found in the research data. This was a major issue
concerning the whole project. The brand owners claimed repeatedly that “we must
have the wrong consumers” and “consumers must be estranged from reality” when
research results not compatible with their fixed presumptions emerged. The consumer
research and sensory study were especially directed at the potential customers of the
new product.