The Journal of Murketing is still email only and still one of best reads online:
Posted by William Blaze at April 1, 2004 04:27 PMAnother P&G manager who had convinced an actual, living consumer to spend time with him in a grocery store in exchange for some kind of "research" fee, was surprised when his lab rat requested that fee on the spot, apparently lacking the money to pay for groceries without it. "Due to experiences like this," Ad Age says, "top P&G executives began realizing how many poor people there really are in the world, [and] what a big potential market they made up."