The use of market research in the development and marketing of an office park
This paper shows how the findings were used to change the specifications for the buildings, incorporating into the design additional features found to be important to the potential users, to plan for the provision of additional facilities important to respondents, and to help shape the promotional material, the new brochure, and the video. Both the sales brochure and the video highlighted the research findings and stressed how the research had been used to fine-tune the planning of the whole project. Finally, the research findings were presented to potential buyers and letting agents at a series of breakfast meetings.
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