According to Procter& Gamble officials, a "consumer focus. .is at the heart of everything we do. The consumer is boss, and the consumer demands the best value every day. Part of offering better value is through unique new-to-the-world products like Crest Whitestrips. In order to deliver this value to the customer, Crest conducts extensive consumer behavior studies and draws upon everything it knows about consumers when developing and marketing new products. The company has invested millions in consumer research in the United States and other countries, and even has several dedicated research facilities that watch, record, interview, and measure consumers in the laboratory. Recenlly Procer& Gamble has focused its consumer behavior research effors out in the field going into consumers' homes and studying consumers in "real life." Procter& Gambles's dedication to understanding consumers needs and staying focused on the consumer appears to be well-founded According a research examining products that consumers were willing lo buy, innovative products, such as Crest Whitestrips. that improve physical health or sense of wellbeing topped the list.