Worldview Thinking collected in-depth Roberts Worldview Assessment psychometric data on focus group participants during a multi-city market research project. We discovered that target customer product “buying triggers” were driven primarily by worldview-driven psychometrics rather than traditional demographic and psychographic indicators. Furthermore, these customer decision drivers were completely counter-intuitive given the conventional wisdom for this product category. The biggest barrier toward growth was not bad packaging as much as a lack of understanding of the worldview of target customers