Bob Iger Quotes

I think we have a great track record on being relevant, on identifying consumer trends, needs and wants.

We're not in the business of shaping consumer demand. We respond to it.

I love market research because you really have an idea of what your consumers are looking for.

When companies try to guess what consumers want, they essentially make the choice for consumers.

Companies are very, very good - better than consumers themselves - at knowing what consumers are actually craving.

How do you know what people value? Well, you watch what they buy. How do we know what products to create? Well, it's based on what they value.

In America, they never make anything without first having a market survey to ask the public what they want. People only ask for things they already know about, so you don't get anything new that way. That's why American fashion is stuck.

Well I think any designer that can understand what people need to be wearing right now is the biggest and best step that you can take. Instead of putting your ego first, you put the buyer first. And I think that that's a really important thing just to know what the consumer is wanting to wear.

If you think you know the consumer better than anyone, then you're in real trouble. So we take a close watch. You spend time in stores.

You pick what your customers want, not what your entrenched business model may require you to do.

It's not the consumers' job to figure out what they want

It had always made sense to me to build a business based on what people really wanted, rather than guess what we thought they might want.

It isn't the consumers' job to know what they want.

The public don't know what they want; it's my job to tell them.

We need to listen to consumers' needs.

There just doesn't seem to be a market for something with aspiration anymore.

When producers want to know what the public wants, they graph it as curves. When they want to tell the public what to get, they say it in curves.

When you take the individual out of the equation, then you're making programming based on some marketer's idea of what will sell, and not based on the idea of what an individual would like.

When you focus on the consumer, the consumer responds.

Advertising generally works to reinforce consumer trends rather than to initiate them.

You've got to change with the public's taste.

Give the public what they want. What you want is unimportant.

We need to be in front of consumer trends and translate those trends into insights and foresights.

We're guided by consumer data, and it helps give us the confidence to invest where the consumer is going.

As a consumer goods company serving billions of consumers every day, Unilever understands the drivers and motivations that create the norms that lie behind people's behaviour.