Profitably using research to identify, develop and launch a new product
Abstract:
The joint paper is given by the then European Marketing Manager of a major brewery company together with an Italian Qualitative Research Consultant who has worked closely with this client over a period of several years. The paper describes the generation, development and evaluation of a new product - Twyford Amber Ale in the Italian market. The work started in 1977 and the product launch was in 1980. This paper traces how an opportunity for a new product was identified from on-going monitoring-type qualitative research on the company's main brand - Guinness Extra Stout. Similarly subjective data from the local sales company
Research Papers
From hats, rabbits and magicians to the present day
Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Michael G. Vineall, John R. Goodyear
September 1, 1976
Research Reports
Beer market continuous image survey
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1972
Research Reports
Qualitative research on the take-home beer market
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 23, 1973
