What value do customers attach to instant news?

Date of publication: October 20, 2002


This paper describes the work that has been carried out to understand the relevance, importance and value attached to instant news by consumers in a developing country. A unique methodology combining off line and on line approaches was used to identify the consumers' response to the concept and identify the stated vs. real intent to use the service. The methodology was designed to capture the interest drop from heightened interest stage to product fatigue stage.

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