3. Even a product corresponds straightforward consumer needs, demand cannot be assumed. Marketers struggle with problems of information processing, and complex behavioral patterns.

Please read the HBR-TiVo case and

a) Briefly summarize the case.

b) Critical Interpretations of Exhibits (Please interpret each exhibit (if possible, you can group some of them) by explaining

• What was the research question?
• How was it measured, should it be measured differently?
• What have you learned from that exhibit and what kind of benefit does this help to the company?