Abstract:

The new comprehensive research systems like TELERIM, working on a single source basis with the possibility to follow the product purchase as a response of market function and consumer habits, provides a link of these elements and data types. In the TELERIM testmarketing system consumer data plays an important or even dominant role. Not only the fact of product purchase but especially the combination of demographic, ownership, attitude and buying genesis data lead to very new interpretation of the market chances, because of it's real life situation. Test-designs oriented on the business definition and company targets are taylor-made to fulfil the marketing objectives. The challenge means to change data delivery into information and further knowledge, to manage the stream of scanning data.