This paper provides an estimation of market research spending in North America for 1999 - 2002 and a projection for 2006; an overview of the region's main characteristics; identifies major market research trends affecting the region 2002-2006; reviews key issues affecting North America; and finally provides recommendations for those undertaking market research market in the region.
The purpose of this paper is to describe a new model, LITMUS II, and how it is being used by major advertisers in North America to develop improved if not "optimal" marketing plans for new products and services.
The paper provides a comparison of some aspects of Consumer panel operations in Canada and the United States with those in Europe. The main difference is the method of recruitment, the use of mail and telephone in North America compared with personal calls in Europe. The problem of panel pick-up levels is discussed and reference made to factoring data using client shipment data and the use of UPC Codes in diary completion by panel members. The paper concludes with a discussion of the future of Consumer Panels with special reference to the implication of Scanners.
In the first part of this talk, I approach the question of research and things which might be of interest to you, as researchers in the American market with all modesty. And with your indulgence then I would like to confine these remarks to a very few points which seem to me to have major significance to us as market-researchers.