1. Some app planners may use second-hand research to fuel their system planning. List at least three instances in which Yen used hands-on experience to gain insight on how to alter the product. Why is that first-hand experience so valuable? Explain how a buyer’s access to real-time sales patterns of a specific retail location can influence their purchasing decisions.

2. To what other branches of Guess?, Inc. could the app be useful besides top-level executives and buyers?