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Marketing Research Articles Related to Home-Use Tests

Marketing Research Articles Related to Home-Use Tests

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Ethnography tracks the migration of technology into the American kitchen

Published
May 2010
Author
Maren Elwood
Abstract
For many Americans, a kitchen is no longer just a place for making meals. The author’s ongoing study has seen it morph into a HIVE, a highly interactive virtual environment that incorporates food preparation along with checking e-mail, surfing the Web and a host of other tech-related activities.

How culture helps marketers understand sensory experiences

Published
November 2009
Authors
Michael P. Cook and Hy Mariampolski
Abstract
To learn more about the role of scent, flavor and ritual in the preparation and consumption of chicken for its TasteEssentials program, Swiss sensory firm Givaudan conducted ethnographic research in China.

Regaining a foothold

Published
December 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
Spreckels Sugar Company conducted one-on-one interviews with a cross-section of both light and heavy users of sugar to delve into their attitudes and behavior towards sugar. It then developed product concepts based on this input and tested them in a second round of one-on-ones. Mock-ups of new packaging concepts were then subjected to in-home use tests. During test-marketing, survey cards were distributed to get reactions from consumers in the marketplace.