Globalization of market research tools

Date of publication: September 1, 1999


The paper describes a research approach which is particularly suited for international research: a standardized pack test methodology which utilises latest multimedia technologies for on-screen testing of new pack designs. The digitalization of the test material speeds up the research process avoids the disadvantages of traditional mock-up-testing and gives the client a greater flexibility in setting up and conducting the research. The authors explain the process of digitalization the pack test methodology and finally the research design and results of an international pack test from the client's point of view.

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