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So, one important driver of preference for Method turns out to be the designer package.
Each is looking to leverage a differentiating characteristic that is also a driver of preference.
A fourth important driver of preference is, to use a Sarah Palin term, 'going rogue'.
For Tesla Motors, the key driver of preference is raw power -- their roadster will smoke a Ferrari in a stealthy, silent burst off the line.
Each of the companies profiled in The Gort Cloud were dedicated to social and environmental responsibility, but when it came to positioning their products, the environmental mission took a backseat to a more motivating driver of preference.
Several market studies, including those published by the Mintel and Cone market research groups, have attempted to answer these questions; however, it should be reassuring to know that green represents only one part of a product's appeal and is usually not the primary driver of preference.
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Because almost every publicly available data point shows that age is a significant demographic driver of preferences in this presidential election.
Practice nurse was not a significant driver of preferences for the management of diarrhoea.
The results suggest that the selected indicators are more important drivers of preference than demographic factors.
Even more, Cohen says, it can locate unanticipated drivers of preference in the information that sensory science discards.
A planning process seeking more ecosystem services from residential landscapes should focus on all the most important drivers of preference, if it is to be accepted by residents.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com