MapQuest is one of the four leading map publishers on the Web. As part of its market research, the company conducted a customer survey on the Geo community with the aim of finding out what users truly want and what benefits them. James Greiner, the Vice President and General Manager of MapQuest, summarizes the results of his survey into five simple and effective principles whose usefulness cannot be exaggerated.

The first of them is to demonstrate the value of the product to the user before selling it to them. Second, give the user control by personalization and customization. Third, a product or service cannot sell in the absence of a foundation. It is of pivot importance to re-inforce the foundation, and add bells and whistles only later. Fourth, do not just dump data at the user; instead help the user make a decision. Finally, evolve the product with the users.