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Understanding consumer values

Date of publication: June 15, 1988

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Chris Macrae, Carlos Harding

Abstract:

As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global databank. This paper discusses how DESIGNOR SYSTEM - its models and its databank - can support the marketing mission to develop profitable new brands through systematic understanding of consumer values.

Chris Macrae

Author

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Carlos Harding

Author

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Macrae and Harding (1988a, June 15). Understanding consumer values. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/mcdonald-s-deeper-consumer-understanding