There is a classic business case from years back in which a company that marketed insect repellent ran some focus groups and asked people from their core target audience to draw a picture that showed their feelings about insect infestation. Some of the pictures, later used for creating the subsequent ad campaign, showed people using the spray from the can to literally kill the insects: it wasn't enough that the chemicals could kill the bugs - they wanted to be in control of the process and use the spray to beat the little buggers into submission. This illustrated that users weren't satisfied with a "passive" use of the product. They wanted to be in control and feel safe, as pointed out in an earlier post. -David
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