Abstract:

At the ESOMAR Congress in Monte Carlo the paper 'Developing a rounder tea' won the Award for the best paper on New Product Development. The paper gives an unusually clear insight into the way in which an aesthetic benefit can add to the perceived quality of a product. It also shows how an ad hoc panel can be used to provide reliable pre-launch test market data on how a brand is likely to perform - key questions for any marketing manager involved in the crucial decisions attending in the launch of a new product.