You may recognize Gladwell from my reading list, I love his books. He is also a fun lecturer. In this lecture, Gladwell tells the story of the expansion of the spaghetti sauce business. From this story he launches into a deeper understanding of human psychology and how business misinterprets what people want. Gladwell describes some good data analysis tools as well.
Malcolm Gladwell: What we can learn from spaghetti sauce (TED)