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Research papers

New techniques in product development using quantitative socio-cultural mapping and qualitative typology research to identify Sspecific target groups

The Scangroup, the Swedish Meat Marketing Association, dominates the Swedish meat market. Strategic discussions based on Monitor research identified socio- cultural segments for a new convenience food concept. The marketing strategy based on these...

Catalogue: ESOMAR Congress 1989
Authors: Ingrid Berg, Bo Gunnefur, Christina Grenabo
Company: KANTAR TNS Malaysia
September 1, 1989

Research papers

Describing target groups in terms of life-styles in the leading department store chains in Sweden

This paper describes how new profiles for the main department and variety store chains in Sweden were created based on research where target groups were defined not only in traditional terms such as age, sex, consumer preferences, attitudes, and...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Authors: Ingrid Berg, Lars G. Johnsson
June 15, 1982