Everyone knows how important it is to market to moms, but what about dads? A survey by the newly formed Dad Central Consulting (an off-shoot of Mom Central Consulting) says that 92% of dads put on their special "Dad Lens" when shopping for the family. What this means is that they use a different set of criteria when choosing items such as groceries, cars and home entertainment, than they used before they had kids. For marketers, this is a significant piece of information.