Resources For Understanding Concept Testing Marketing Research

Related Articles

There are 36 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

By the Numbers: Sample quality: selecting one from many

Using a real-life example of a line extension, the author shows the impact that sample quality can have on testing the viability of a new product concept. In this case, factors related to low incidence made the research results tell an incomplete story.

GTE tracks business customer approval with BCGS

Customers don’t always let businesses know they are dissatisfied. GTE implemented two survey programs, using both quantitative and qualitative research to track customer satisfaction levels on an on-going basis.

Why Web-assisted TDIs are a cost-effective qualitative methodology

The author explores the pros and cons of Web-assisted tele-depth interviews, suggests usage examples and offers a host of best practices to get the most from the technique.

The power of prediction markets

What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?

Overcome these common hazards to seize their potential

This article explains to how effectively execute a mixed-method market research project and avoid having the many facets end up as little more than disparate parts of an incomplete whole.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

The power of prediction markets

What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?

Disney augments ad research with app-based qualitative method

An iPad app has helped Disney Parks and Resorts keep innovating by testing concepts for theme park ad campaigns in focus groups.

Family research: Keep on trying 'til you reach the highest (common) ground

This article discusses the modern American family dynamic that elevates children's opinions, requiring researchers to rethink the established methodologies for evaluating family consumption and consider the family as a unit.

How research helped develop the USPS’s Sample Showcase program

In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.

Using research to avoid the pitfalls of concept development

The author discusses the importance of strong concept-writing and offers guidance on how to avoid seven common blunders of concept development.

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