Sundberg-Ferar

Company Profile

Sundberg-Ferar is a full service product innovation firm. We are a diversified consulting company with clients in a broad range of categories including consumer products, automotive, housewares, transportation, electronics and medical products. We are distinguished by our broad experience and insights into the "emotional" aspect of a product's purchase decision. We don't make your products, we make your products cool!

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.

We believe that the very best products have an emotional appeal and that their purchase decision is based, in part, on emotion. 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!