Product Marketing Research

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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.

In Case You Missed It... March 2010: News and notes on marketing research: what Twitter reveals about mood and food; Domino's pizza revamp; Alice.com online storefronts
Trade Talk: New-product survey plumbs consumer mind-sets: A look into the top products of 2009 and what they can tell researchers about upcoming trends.
Brazilian hair care firm Beleza Natural thrives by keeping close to its roots: On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.
Data Use: Telling the future from the past: predictive versus classical statistics: This article compares and contrasts predictive and classical statistics, making the case that predictive methods offer an effective way to use current data to make statements about future data.
How online observational techniques help qualitative researchers keep pace with the speed of consumers: Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

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There are 216 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Advertising: today's sale or brand-building for tomorrow?: 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.
Dollars and scents: Newsweek and six other magazines, in association with the Fragrance Foundation, commissioned the Gallup Organization to conduct a survey on the way men buy and use fragrance. The article summarizes the results of that survey, covering market descriptors, purchase motivations and marketing implications.
Promotion pre-testing keeps Polident competitive: Block Drug, Co. used two-phase pre-testing procedure to maximize the impact of Polident’s in-store campaigns, including one-on-one mall interviews and a mail survey.
Retail study examines shopping habits in two ethnically diverse California cities: WSL Marketing conducted phone interviews to study women’s shopping patterns in two ethnically diverse California cities. This article reports on the study’s main findings.
Blueprints to successful concept development: Successful product development requires a solid foundation. This first of two articles introduces the four cornerstones of successful concept development: consumer wants and needs, emotional connections, brand equity, and competitive landscape.

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Related Glossary Terms

Advertising research: The category of research involving advertising and including research on ad concepts, design, exposure, recall, communication, persuasion, response and sales response.
Product testing research: Tests conducted to obtain the reactions of targeted customers to working versions of a product. The tests determine if the product performs as described and how and by whom the item is used, as well as whether it satisfies the market need.

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Related Associations

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Related Events

REINVENTING CPG AND RETAIL SUMMIT: March 22-24, 2010; IRI will hold its annual summit, themed 'Reinventing CPG and Retail,' on March 22-24 at the J.W. Marriott San Antonio Hill Country in San Antonio.
FUSE: RECLAIM THE FUTURE: April 14-16, 2010; IIR will hold a conference focused on design and culture and brand identity and packaging on April 14-16 at the Trump International Hotel and Tower in Chicago.

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