| They came alone and in pairs to a nondescript office building in Vancouver. A Papa Murphy's executive greeted them at the door and checked identification before they were led into a conference room where the shades were pulled tight. A doorman? Closed blinds? Not exactly the stuff of high-tech corporate espionage countermeasures. After all, "it's just pizza," said Mark Strickler, vice president of marketing for Vancouver-based Papa Murphy's. Still, Strickler said they don't want to give the competition a peek at the next pizza to be unveiled this fall in a national advertising campaign. So each of the 63 volunteers was asked to keep what they saw during the recent taste testing to themselves. The tasting exercise, only the second one Papa Murphy's has hosted, is just one step in the product-development process, and provides a look into how companies bring an idea to market.
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