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Marketing Research Articles Related to the Household Products and Services Industry

Marketing Research Articles Related to the Household Products and Services Industry

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Respondents in focus groups, one-on-ones endorse fun-loving Libbey Glass ad campaign

Published
December 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
Researchers first explored five potential Libbey Glass advertising campaigns using focus groups. In the second phase, one-on-one interviews with mall intercepts tested the top three campaigns from the focus group phase, ultimately pointing to a clear winner with enthusiastic responses from consumers.

Testing product innovations: a case history

Published
January 1997
Author
Ben Luden
Abstract
Without disclosing the exact nature of the innovation to respondents, General Electric used multiple-part independent research to determine the viability of product innovation.

Franchise extension

Published
November 1999
Author
Harry Vardis
Abstract
Companies frequently consider franchise extension. This article is a starting point to discuss the issues regarding line and franchise extensions that concern clients.

In-home research gives Mirro the ingredients for its Allegro cookware line

Published
January 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Cookware maker Mirro Company wanted to develop a product for the department and specialty store market. For help with the design work and marketing research, it turned to Metaphase Design Group, which sent three-person teams to observe and videotape people at home using their cookware during meal making. Observational interviews, Buddy Groups, questionnaires and research of consumer product safety information resulted in a new cookware design.

Advertising: today's sale or brand-building for tomorrow?

Published
May 2000
Author
Margaret H. Blair
Abstract
This article reviews the empirical evidence that demonstrates that there is no such thing as brand building for tomorrow without brand building and sales today. The article examines definitions, branding today and tomorrow, a branding model and case studies.

Hamilton Beach talks to consumers before introducing small appliance lines in Mexico and Europe

Published
November 2001
Author
Joseph Rydholm, Quirk's Editor
Abstract
Hamilton Beach used focus groups in Europe and both qualitative and quantitative research in Mexico before expanding into these markets.

SC Johnson uses ethnography to find fresh ideas for candle products

Published
May 2005
Authors
Ruth Sando and Donna Sweeney
Abstract
Using an analytical process that resembles a funnel, a team of researchers from SC Johnson maximized the impact of information gleaned from ethnographic research on candle products.

Trade Talk: On tap for 2007: simplicity, Amazonia, sustainability

Published
January 2007
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look at the forecast for 2007’s trends from Chicago research firm Mintel.

Traditional methods of analyzing the effects of line extensions no longer suffice

Published
April 2007
Authors
Jeffrey M. Kirk and Susan H. Sayre
Abstract
Chip allocations are more effective than TURF as a means of forecasting volume from line extensions, the authors argue.

In Case You Missed It... October 2007

Published
October 2007
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Procter & Gamble; Jimmy Dean; Nike; Whole Foods

In Case You Missed It... December 2007

Published
December 2007
Author
Quirk's Staff
Abstract
News and notes on marketing and research: generating online buzz; focus groups with mattress shoppers; TV viewing statistics

Getting to know eco-aware consumers

Published
August 2008
Author
Kent Ragen
Abstract
The author draws from his firm's panel of eco-aware consumers to sketch a broad portrait of this growing segment. Rather than going green across all product categories, they have differing preferences and expectations of greenness depending on the product in question. Cars and household products top the list of items that consumers want to be green, while apparel and electronics are relatively low on the list.

Data Use: The insidious top-box and its effects on measuring line share

Published
August 2008
Author
Bob Gertsley
Abstract
The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

Is ethnography worth the higher cost?

Published
December 2008
Author
Bill Abrams
Abstract
Using several examples of insights gained from ethnography, the author argues that spending the time and money to do true ethnography pays off in the end with richer insights.

In Case You Missed It... January 2009

Published
January 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: mystery shopping churches; tech-savvy families; Reckitt Benckiser

What makes a brand great to today’s youth?

Published
February 2009
Authors
Chris Hubble and Bill Russo
Abstract
Marketers can earn Millennials’ loyalty by creating quality products and services that fill real needs and giving young consumers a reason to get involved with their brands. In addition, firms must comport themselves with honesty, integrity and sincerity and make sure that their image matches up with their day-to-day operations.

Adding ‘prosumers’ to your groups can provide a creative boost

Published
May 2009
Author
Steve Richardson
Abstract
Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

In Case You Missed It... October 2009

Published
October 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

Trade Talk: New-product survey plumbs consumer mind-sets

Published
March 2010
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look into the top products of 2009 and what they can tell researchers about upcoming trends.

In Case You Missed It... March 2010

Published
March 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: what Twitter reveals about mood and food; Domino's pizza revamp; Alice.com online storefronts

 

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