The use of market research to segment and communicate effectively with the market for travel and entertainment cards in the countries of Western Europe


This paper outlines how the European Market Research Department of the American Express Card Division has used market research to help its individual marketing teams (based in the various European countries) develop segmented marketing and advertising programmes. The paper broadly describes the problems of designing and executing an appropriate pan-European research programme and the issues of analysis which had to be addressed to meet local and European-wide marketing needs. It covers discussion of the value of multi-country omnibus, ad-hoc, postal, panel and other research techniques.

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