Market Result
Understanding user experiences and goals drove a host of innovations that seemed simple because they were. Solutions like a large eraser ideal for class rooms and board rooms, dry erase boards that let college students add a picture, and markers with an eraser in the cap to keep fingers clean were able to directly speak to consumer wants and needs. This translated well into marketing communications, providing appeal to buyers through differentiated features validated by research findings. The result for Sanford was increased margins, industry recognition, and consumer appreciation. In all, quite an experience.
