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Research papers

A fresh approach to home-use testing

This paper describes a procedure adapted from conventional consumer product testing methodology which substantially improves the quality of test data relative to previous testing approaches, notably for fragrances for functional and toiletry...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Ivor Shalofsky
December 1, 1996

Research papers

Butterflies and tortoises

This paper describes a research approach which facilitates testing relatively large numbers of products and fragrances in-home at the crucial early stages of their development. It can provide information on in-usage performance and offer richer...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Authors: Lorna Lee, Dydiane Goodman
December 1, 1996

Research papers

Clustering by product usage

Segmentation is one of several multivariate analysis methods which can be applied to market research data; it can be carried out in several ways. This paper discusses briefly some of the possible techniques. The purposes of segmentation which we have...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Simon Broadbent, Susanna Segnit
September 1, 1974

Research papers

Non-awareness and non-usage

In this paper, we report some empirical findings concerning the relation between a sales-type variable such as brand usage and a communication variable. In trying to measure communication, people use a variety of different variables. We consider here...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Andrew S. C. Ehrenberg, Michael Bird
June 1, 1966