Starbucks uses research vendors, who knew?

http://www.youtube.com/watch?v=zOiyQaWHxnM

This is an interesting video I found on how Starbucks utilizes research vendors and companies. To my surprise, they use this research for potential workers, not just for research on products or store design as I had previously thought. With Starbucks being such an acclaimed global brand, I think it is interesting to know that they do not conduct a lot of their own research and, instead, take advantage of those who are truly skilled and experienced in that field, which shows that they do not mess around when it comes to company quality.