Sometimes it pays to ignore market research.
Consider the 1986 Ford Taurus, which Ford Motor Co. has called one of the most important cars in its history. Its designer, Jack Telnack, admits the Taurus didn't do well in market research.
"People didn't understand it," he said. "I think it is still that way in market research. You can't ask people who are not experts to design you a car."
So his team ignored the research.
Telnack said if Ford had stayed with the typical research, the design would have been changed to a "normal looking car."
Telnack said William Clay Ford Sr., a Ford director and chairman of the Ford design committee for 42 years, endorsed the version that eventually appeared on the street.
Said Telnack: "I just about went over and kissed him."