From a major developer of software and operating systems:

"The SUMM^® study put us on the right track by identifying how specific product attributes and, equally importantly, market perceptions contributed to sales. It also allowed us to simulate alternative strategies and see what ‘worked’ before we committed resources. For example, when faced with a specific “make or buy” decision, a single simulation from the model allowed us to estimate the value, in revenue, of the technology under consideration. We used this simulation as leverage in our negotiations, and reduced the cost of the acquisition by $3 million dollars."

“Another [EMA] project that comes to mind is a pricing study completed for one of our products. [We were] prepared to move forward with a specific pricing strategy based on competitive and industry information. EMA conducted a very rigorous price experiment, the results of which were surprising. The results showed that [We] could increase profitability for the product by nearly 100%. Because of our confidence in the method, the product was released with a price consistent with EMA’s findings. Sales are on track to meet expectations. Without the research, money would undoubtedly have been left on the table. The first year return-on-investment for this project should exceed 92:1."

From a major manufacturer of snack foods:

"The STEP^® study indicated that the introduction of the large pack would generate an overall/net sales increase of 8–9% for the brand. This conclusion was developed after converting the STEP share figure to a sales estimate taking into account market growth. Our own sales test, the results of which were available about four months after the conclusion of the STEP research predicted the very same 8–9% net sales growth. One could not ask for more precision."

From a major manufacturer of soaps and detergents:

"Your results indicated that our brand as the single new entry into the current market would achieve a 5.7% share. Now that our test markets have stabilized, we are averaging a 5.9% share.” 

From a marketing director of a major investment company:

"Eric Marder has pioneered a most accurate and predictive understanding of consumer behavior. It works."

From a strategic planning manager of a major technology company:

"[The Laws of Choice is a] landmark in the state of global thinking about marketing, marketing research, and how customers make choices. The laws and principles Eric Marder formulates will serve as guideposts for the next era of marketing via electronic media."

From a marketing director of a major technology company:

"Rarely does deep insight intersect so completely with hard data. In this extremely readable book, Eric derives remarkable conclusions about buyer behavior from a database unparalleled in business and unaffordable in academia."

From a vice president of a major telecommunications company:

"Brilliantly clear on all the major issues with which marketers are concerned."

From a vice president of a major paper products manufacturer:

"Eric Marder has a way of taking concepts that are often vague in other hands, discarding the fluff, and producing a simple, sharp picture of any subject with which he deals. Senior executives who want to make money will find gems in this book. Using the thinking and tools described here, we increased earnings from consumer brands sold in the U.S. from under $50 million to over $150 million — in just a few years!"