As reported in the Knoxville News-Sentinel, Clayton Homes, in conjunction with five MBA students from the University Of Tennessee College Of Business Administration in Knoxville, conducted research to gain customer input in making their product. For 13 weeks, the students studied the industry and Clayton’s competitors, interviewed company officials and other employees, toured construction facilities, researched data and spoke with potential and current customers. Their findings revealed Clayton’s designs were focused on attributes of the homes instead of the consumers’ desires. As such, the students advised the largest producer of manufactured homes to utilize social media and provide a voice to the consumer by creating an online dialogue. Clayton subsequently created the Customer Insight Group to better connect with its public.