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Research reports

Guinness competitive advertising evaluation

This research was designed to evaluate consumer attitudesto Guinness and to some brands of Bitter and Lager fromperceptions of and responses to their advertising. The objectives were to form a qualitative brand 'map' ofconsumer attitudes to these...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 3, 1974

Research papers

Multi-dimensional preference analysis

Over the last ten years major progress has been made in the area of multidimensional preference models and related measurement and analysis procedures. This has resulted in a rich collection of models and methods that can give very valuable insights...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Berend Wierenga
September 1, 1980

Research papers

Preference maps from paired data

Optimisation techniques using preference mapping are highly effective in product development However, the consumer testing procedure is less than ideal for fine fragrances. An alternative methodology, developed for other applications but particularly...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Authors: Dominic Buck, Keith Greenhoff
Company: Product Perceptions Ltd.
December 1, 1996

Research papers

The study of preferences in market research

This paper outlines the conventional techniques of testing preferences; it suggests that, quite apart from technical discussions about the advantages of one or other preference testing method, when more than one preference dimension is brought into...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Jack G. Field
August 1, 1967