> Negotiations over a shrinking pie are especially difficult, because they require an allocation of losses. People tend to be much more easygoing when they bargain over an expanding pie.
— Daniel Kahneman
Consumer testing is frequently done in one of two ways: either secretaries are urged to sit in the chairs for however long it takes them to type one sentence (after which their attention is directed to the delicious upholstery color and texture), or else the chair is sat upon for hundreds of hours by a machine to see if one of the chair legs will break off. Neither test, I would submit, really gets down to the fundamentals: do different secretaries experience major discomfort while working hard, seated in a chair for a series of four-hour periods, stretching over weeks, months, or years? More crucial still is the fact that almost nothing industry designs and markets is ever re-tested. If it sells, swell.