Towards the elimination of risk from investment in new products

Date of publication: September 1, 1976


This paper sets out to show how a technique which was originally developed simply as a means of eliminating the fundamentally unacceptable product before it incurred substantial losses in test market, has shown itself to be capable of much more. The emphasis of the paper is on a series of case histories which illustrate the ability of micro-market testing to provide the basis of accurate volume estimates, to differentiate between price levels and to provide a speed of response and a degree of flexibility which would be beyond conventional test marketing. A second purpose of the paper is to demonstrate how a research technique which was originally developed for operation in the UK has been successfully transposed into a number of other national environments.

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