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Research papers

Testing new product ideas

There is a limit to what one should expect from concept testing even under the best of circumstances. Often it is difficult to develop a product that will live up to the promise of the concept, or to develop a presentation of a concept that will do...

Catalogue: ESOMAR Congress 1966
Author: Bud Sherak
September 1, 1966

Research papers

Images under the magnifying glass

Our fundamental aim was to develop a new and more refined technique of image research which would be so simple to apply that the test persons to be questioned would not have to undergo too much strain, yet the results obtained from the interviews...

Catalogue: The European Marketing Research Review 1967
Author: Herbert Flögel
August 1, 1967

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

Product testing methodology in relation to marketing problems

Product testing has been a relatively neglected area in the literature of market research. This paper reviews current thinking and practice, discusses some major methodological issues and indicates some areas for further investigation. The first...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: John C. Penny, L. M. Hunt, Tony Twyman
August 1, 1971


Understanding Agile Research

Agile Research is a term that seems to be back in the spotlight this year-and it's no surprise! That's right: Agile Research was a much talked about the approach that began picking up steam nearly a decade ago, and faded back out before the world was...

Catalogue: Webinars 2020
Author: Nikki Lavoie
Company: MindSpark Research International
November 19, 2020

Research papers

Driving consumers' brand perception and engagement

Bad ads create bad experiences for consumers and negatively impact your brand. It is critical to know what creative element or pattern can help drive brand performance and direct response. However, creative A/B tests or lab tests with facial...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Minh Nguyen, Tomoya Naohara, Kosuke Yoshida
Companies: Google, INTAGE HOLDINGS Inc.
November 2, 2020

Research papers

A multidimensional test for measurement and prognosis of interviewers' aptitudes (German)

The following is a report on a method to select interviewers. According to the variety of interviewer effects and errors caused by Interviewers this method had to follow a multidimensional conception. It was designed to allow: 1. A proper selection...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Otto Walter Haseloff
June 15, 1961

Research papers

Methods of quantification in motivation research

The recognition of those motives, which, arising from the unconscious or subconscious, become motivations for a certain irrational or "illogical” attitude, is not sufficient for the planning of advertising or sales campaigns, nor even for the...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Peter Smolensky
June 15, 1961

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