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The company hired an outside researcher to help the company understand what they might be missing about milkshakes. This researcher spent time in a restaurant observing and documentingaugmentingfermentingpromoting documenting milkshake sales, as well as talking to milkshake buyers about why they had made their product choice. A couple of key insights demergedmergedemergedsubmerged emerged about milkshake buyers. First and somewhat surprising, 40 percent of milkshake sales took place early in the morning, and the buyers were commuters on their way to work. Second, the ideal milkshake for these customers was thick and consequentialresidentialsequentialsubstantial substantial but easy to consume during a commute. Third, another key buyer audience was parents purchasing a tuitiontreatremedydoes treat for children, but the ideal milkshake for them was a thinner product children can drink quickly with a straw.