"One area of focus that has created a lot of interest for businesses in recent years has been environmental regulation. Due to clean air and similar initiatives, many companies have been forced to change product composition and production practices. Market research helps the companies look for alternatives as changes are being made, and identifies the demand for new regulation-friendly products that can be created to meet the needs of an evolving industry. Besides helping with identifying, pricing, and sourcing cost-effective new materials and methods to continue producing products, companies also reap the benefits of being able to advertise newly improved, environment-friendly products. In many cases, this attracts a new genre of consumers that are highly conscientious and often willing to spend more. This can even reposition a brand's reputation in terms of product quality and justify increased pricing."