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Research papers

Tangible and intangible reasons for new product failiure

Over the past 15 years, the author has monitored the success or failure of more than 2000 new products from three different professional perspectives: academic, manufacturing and new product research consultation. This experience has convinced me...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Author: Lynn Y.S. Lin
June 15, 1986

Research papers

Tangible and intangible reasons for new product failure

This paper will summarize the reasons for these new product failures, concluding with specific recommendations based upon fifteen years' experience in researching and monitoring the progress of over 2000 new packaged goods launched in both the U.S....

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1985

Research papers

Price sensitivity, does it increase during a recession?

In this paper, the authors describe a method which has been tested over many years. It offers a means for testing the sales effect of price decisions before the new price has been released on the market. Thus marketing companies can evaluate pricing...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Alain Pioche, Lynn Y.S. Lin, Patrick G. M. Standen
Company: Burke, Inc.
June 15, 1984

Research papers

Strategies for utilizing single source consumer panel records (product bar codes) to determine effective media frequency

This paper describes a new technology that will potentially improve specificity in targeting advertising. After a long period of little industry attention, the effective targeting of advertising has recently been given greater priority by the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Jan Willem Bol, Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1984

Research papers

Measuring awareness, do we measure advertising effects?

This paper describes the use of awareness tracking data to monitor differences in commercial quality and increases in brand awareness in time. It describes the relationships between awareness variations due to advertising spending and the quality of...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Lynn Y.S. Lin, Patrick G. M. Standen
Company: Burke, Inc.
June 15, 1984

Research papers

A state-of-the-art eye movement research

Eye movement research has been used in Marketing Research for many years. However, recent advancements in fiber optics, digital processing and advanced electronics have made possible giant steps forward from the old days of "eye cameras". Burke...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Lynn Y.S. Lin, Par Källeskog, Nick Calo
Company: Burke, Inc.
June 15, 1984

Research papers

New product sales forecasting recent bases model experiences in Europe and in the United States

This paper shows that a standardised concept/in-home use test, if properly designed, executed and interpreted, can provide a very accurate data base for forecasting new product sales volume and its sales components. To reduce the risk of introducing...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Lynn Y.S. Lin, Alain Pioche, Patrick G. M. Standen
Company: Burke, Inc.
June 15, 1982