The I Want System was developed in response to a situation presented by a sponsor of the Marketing Workbench Laboratory. After the Marketing Gate prototype system was developed and demonstrated, sponsoring firms were asked to suggest other interesting applications of the philosophy underlying Marketing Gate. The proposed prototype systems were to be developed jointly by the Lab and a sponsoring firm; the systems would tackle particular problems that the firm would like solved and would be tailored to that firm's specifications, environment and needs. The Price Monitoring System (described in Chapter 6) resulted from this collaborative effort, as did the I Want System. For this discussion, the name of the sponsoring firm has been changed to The Gamma Company.