Abstract:
Dagens Nyheter is the largest morning newspaper in Sweden. The mission of the Marketing Research section is to provide valuable market information for all departments in the company and for advertiser media decisions. A substantial amount of effort is made on satisfying the needs and wants of readers and advertisers as well as on informining and educating managers and sales representatives at Dagens Nyheter of the marketing research projects and sales brochures. In this article two examples of projects are described and discussed: the Eye-Track and the consumer knowledge and attitude map.