9d18f9be_es___Deloitte_University_Press__1
[0] Water Filters; Fortune 500 Company Water Filtration Packets [2] Missed the goal…Failure to commercialize underscores the importance of carefully crafting market assessments and picking the appropriate metrics for customer segmentations. [3] • Give the People What They Want: Executed market studies around willingness to pay but neglected to test around taste, repeat usage, and other preference metrics—important indicators when most purchases have real opportunity costs. [1] 
The company invested $10 million in Water Filtration Packets in preparation to bring to market; however, repeat purchase rates did not exceed more than 5%; the company was forced to make the product a philanthropic endeavor rather than a profit-driven one.33
Generating demand for clean cookstoves in developing countries | Deloitte University Press