He wrote Thinking, Fast and Slow

This is the most used formula in Excel

His Model T invention was priced at $850 when it debuted in 1908

This is the best concept test in all the land

He developed the ZMET technique

This is the year excel was founded

He said "You can't just ask your customers what they want and try to give it to them. By the time you get it built, they'll want something new."

What concept test would you always want to use before you launch a new product or design?

He proposed there are 8 primary emotions

This is the name of the operating system Microsoft Excel initially launched on

He said "Your most unhappy customers are your greatest source of learning"

What concept test provides "richness" on a level that would excite Canadian citizens?

She developed the 5 Dimensions of Brand Personality

This is the only word you can't use to name a sheet in Excel

He taught himself computer programming at the age of 9, and went on to serve as the inspiration for Robert Downey, Jr's character in Iron Man

This concept test is always a "Go" for the most actionable insights

He developed this scale, named after himself, in 1932

This is the maximum number of characters a single Excel cell can have

He threw lemons into a live audience to demonstrate the potential for innovation in his industry

What concept test comes with support from the coolest research team in red pants?