Resources And Information About Consumer Market Research

Related Articles

There are 38 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

A Newsweek survey reveals the factors that drive compact truck

Newsweek surveyed buyers of the 38 compact truck models for 1989 that were available in late 1988 using an eight-page questionnaire to provide a database about buyers, their vehicles, and the purchase process they automotive industry can use as a tool to better serve future buyers. This article is a review of the key elements in the process of buying a product that becomes a major reflection of the owner’s personality—in this case, a truck.

Broaden your view

The author presents the total customer experience model and explains how its four categories of factors drive a company toward outstanding customer service.

Agri-marketers direct mail with syndicated study

With direct mail being used more and more in the agriculture industry, farm equipment, seed, and chemical marketers are seeking answers to questions about how farmers are receiving their messages. This article discusses the findings of Mail Monitor, a syndicated study that compiles the reactions of farmers in 12 states to the direct mail they receive, including level of readership and action taken for each piece, its size and carrier type and the quantity of mail farmers receive.

Data Use: Understanding conjoint analysis in 15 minutes

Marketers use conjoint analysis determine what features a new product should have and how it should be priced. This article details the basics of conjoint analysis using a simple example.

Using tachistoscope, semantic differential and preference tests in package design assessment

Taken from the book Handbook of Package Design Research, this article discusses a research methodology that measures consumer response to test package/label designs in terms of three decision criteria: impact, imagery, and preference.

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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.

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

How gathering customer purchase stories can spark innovation

The author explores the value of asking consumers about their purchase processes and cites examples of how doing so led to product and service breakthroughs.

In Case You Missed It... November 2011

News and notes on marketing and research: Facial recognition; value and relaxation when shopping

But how do you really feel? An approach to measuring consumer emotions

The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

Beyond awareness and recall: rethinking sponsorship measurement

Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.

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