publication date: Friday, July 22, 2022 (part of Summer 2022)

category: Business

clue: The awards that his firm gives are widely touted in car commercials, but if you want access to that kind of marketing power, you'd better be prepared to pay for it.

explanation: James David Power III founded the market research firm J.D. Power & Associates, who give awards in a variety of categories in several industries, most notably the automobile industry. They have been criticized for charging exorbitant fees to license their awards for marketing purposes, as well as to access their market research data and to get "assistance" with improving scores in the future. more…

difficulty: medium

solved by: Russ Wilhelm, Steve West, LaVonne Lemler, Chris Lemler, and Richard Slominsky

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