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A successful strategy for selling your products or services depends on your ability to get into the minds of your targeted customers. But sometimes the customers themselves do not know what is in their minds. A simple tool called the ACE (Attribute Categorization and Evaluation) Matrix can help managers understand customers'' behavior and bring hidden product attributes to the surface. It helps companies see that a product may have different salient attributes for different customer segments. The matrix gives companies an iterative process for validating assumptions about product attributes and for monitoring changes that occur because of competition.