Most companies set out to design a product that everyone loves; what they end up with is a product that no one hates. At Sundberg-Ferar we call these products "porridge"...warm, mushy and bland.

(Why "porridge?" Click here to read the story...)

At Sundberg-Ferar we hate boring porridge products.

We believe that the very best products have an emotional appeal and that their purchase decision is based, in part, on emotion. That’s why, for the last ten years, our process and our research methodologies have been designed with an understanding of how emotions manifest themselves in a consumer’s mind at the point of purchase. We know that on the emotional continuum, love and hate are very close to one another. We know that emotionally charged designs are often polarizing at the outset. We know that there is a phenomenon known as, “I didn’t like it at first, but it’s starting to grow on me.” And, armed with this knowledge, we know how to design and choose product concepts that are not porridge. In the early stages of product development however, this emotional response can manifest itself in the form of polarizing market research results; results that often scare companies away from the best designs.

Sundberg-Ferar understands how to leverage the power of emotion in a purchase decision. We understand how to make logical business arguments for seemingly polarizing designs. We understand that there is no more room for porridge!