Using market research in early stages of product development

Date of publication: June 15, 1999


In April 1999 V1NU Tijdsclirirten (The Netherlands) launched a young women's magazine named One. This launch was preceded by intensive market research. This paper tells the story of the new' magazine and describes the elements of the market research. It demonstrates that product development based on research is indeed possible while magazine makers tend to believe that an intuitive approach is the only way.

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