Abstract:
The prospects in consumer research over the next few years are likely to be governed primarily by the changing and developing needs of industry. These needs in turn are largely determined by major economic and social trends, such as increasingly active competition, the increasing tempo of marketing, the closer economic contacts in the Western world and increasing populations and living standards. Industry will look more and more to consumer research for still better help and guidance, not only in coping with its day-to-day marketing problems, but also in giving direction to long-term plans in such fields as capital investment and technical research. It may be helpful to look at this situation from the viewpoint of the user of consumer research, particularly of companies manufacturing and marketing mass market, non-durable and branded consumer goods. In this paper it is proposed to discuss some of the main problem areas where industry hopes and expects to get still more effective help from consumer research during the next few years, which will assist commercial judgement and reduce business risks. The direction which this help is already taking can be illustrated by reference to the papers which will constitute the balance of this session.
This could also be of interest:
Research Papers
Future perspectives in the field of consumer research (French)
Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Hans Khuner
 
June 15, 1961
Research Papers
Motivation research in the field of distribution
Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: Emeric Deutsch
 
June 15, 1957
Research Papers
Possible future developments in the field of communications
Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Jean Mée
 
June 15, 1972
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