forecast proved correct. While the Falcon project had progressed too far to make use of his research results, his new insights were incorporated into the Ford Mustang, one of Ford's most successful cars. Cheskin helped rigorously test the Mustang in experiential prototypes. Based on the success of the Mustang, in 1960 Ford brought Cheskin in to research and develop the Lincoln Continental, the country's first modernist 'luxury' car. Using his research techniques, Cheskin recommended a radically different advertising approach with the Continental's launch. He created the first magazine designed to sell a product for exclusive distribution through country clubs. Driving events at country clubs were also promoted. Initially, this approach relied almost exclusively on word of mouth and represented an early use of guerrilla marketing. Cheskin viewed these innovations as part of the process; natural extensions of his understanding of customer experience. In his view, there were no meaningful distinctions between advertising, price, packaging, product use, or the brand promotion. He approached these as an integrated whole. Ford's close involvement with Cheskin in their product development was also unusual for the times. Sensation transference Most people make unconscious assessments of a product, service, or event not only based on the item itself, but on secondary sensory input associated with the item, which all contribute to one general impression - whether intended or not, accurate or not. Cheskin called this "sensation transference". Cheskin's innovative insight was that impressions created in customers' minds, based on experiencing products sensorially, transferred directly to concepts of value, price, quality, and emotion. These, in turn, created and fulfilled expectations of satisfaction. Cheskin's research didn't always explain why these associations existed, but he confirmed that they did play an important role in both customer choice and satisfaction. Cheskin's work was not just focused on appearance. Often his research led to understanding that added value and changed the product or service offering in valuable ways. For example, initially McDonald's operated burger-stands designed for walk-up service. Cheskin's research showed that these configurations were uncomfortable for families, particularly women alone with their children, accounting for low sales to these customers. Cheskin was able to show that tables, chairs, and a semblance of walls helped these customers feel safe and comfortable visiting and eating on-site. Later, this understanding led to the transformation of the burger-stands into restaurants. Research on color use and imagery, too, led to the introduction of Ronald McDonald.