Telling customers your product failed built more trust

Speaker 1: We also had a a couple of our clients whose results came back not favorably and they took that as data points and then reformulated and then did the study again with a new product with a stronger product. Some of them were even very transparent with their own consumers and said, "Hey, we did a study. You have no idea what happened to us. Our product apparently sucks. So sorry. We now reformulated and hope to have a better product." That's a fantastic marketing story when you start out. It's not ideal. Then you reformulate and then you have a better product.

Speaker 2: So true. Because then consumers want to come back to you because they think, "Oh, okay. There was an issue. They fixed the issue. It's probably better than it was before and now I want to try it." It's okay to take a customer on the journey with you.

Speaker 1: I think so too. Some brands have issues with it because they think if they make one mistake then a consumer would never come back to them. But consumers know that stuff happens and their goal is just to want transparency and the brands that are transparent, they are