As a shopper enters the condensed soup segment of a grocery store, her internal clock begins to tick. Just 50 seconds later it's time to move on. Although seemingly insignificant to the average consumer, Campbell Soup Co. takes this window very seriously. So much so that it spent two years scrutinizing the moment of truth, analyzing everything from shoppers' pupil diameters, respiration and pulse rates with help from a cultural anthropologist, to more traditional research methods. It ...

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