Theoretical notes on an experiment

Date of publication: September 1, 1970

Abstract:

This essay has been based on an experiment; the examination of the "image" of a brand of condensed milk. The process of investigation has been developed over several years. The Institute of Investigation and the Client's Market Research Department have collaborated in the process. Their collaboration has enriched the investigation and, above all, has communicated the results to those competent to take decisions. "Information" obtained from the investigation must be communicated. But the concept of "information" involves two aspects: The content (the facts): its communication is simple and carried through bureaucratic channels. The form (the sharp perceptiveness of the interviewer) whose communication requires a relationship between persons - either directly or through a "poetic" idiom.

Francisco Castaher

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Jesus Ibanez

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