Abstract:
This paper is an assessment of the state of new product research in Europe seen through the eyes of a director of an agency supplying research services in the European market. The author starts with some qualifying remarks as to the validity of the concept of a "European" research market. Differences in language, in consumer habits and in the range of available advertising media are all forces for the execution of international marketing strategies remaining under local control and subject to local influences and adaptations. It is this situation which is responsible for most decisions regarding market research still being made on a country by country and not on a pan-European basis. The paper then looks at developments in new product research under two basic areas of activity: - Product development research based on consumer opinion; - Test market research based on consumer behaviour.
This could also be of interest:
Research Papers
The state of new product market research in the U.S. compared with Europe
Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: M. R. E. Normile
 
March 1, 1979
Research Papers
State of new product market research around the world
Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Richard M. Seitz
 
March 1, 1979
Research Papers
Qualitative research in Europe
Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1985
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)