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.