Product Marketing Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Conducting ethnographic research with Hispanic consumers

Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

How qualitative research helped AARP reach a new audience with its LifeTuner site

Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

Product configuration: a research technique for the times

With more and more opportunities available for consumers to design their own products, a research tool that uses a similar approach makes perfect sense, the authors say.

Incorporating qualitative into package design research

The author shares some basic ideas and best practices for the use of qualitative research as a component in the package design research plan.

Big Pharma, the new economy and its effect on marketing research

Along with an overview of the pharmaceutical industry’s current woes, the author explores how researchers should react to the changing marketplace.

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Related Articles

There are 256 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Wendy's research serves up The Big Classic

For the Wendy's fast-food chain to compete with McDonalds or Burger King, executives realized that some serious market research was needed. After analyzing taste tests in six different cities, The Big Classic burger was born.

Alternative qualitative approaches in new product research

So much has been written concerning the “actionable limitations” of focus groups that it’s not surprising to hear some researchers groaning for forthright guidance when exploring new products and concepts. This article addresses how a “fresh” look at new product exploration opens the door to a host of alternative research methodologies. The discussion includes an example of how continuous improvement in the workplace can be addressed using similar non-traditional qualitative research tools.

A strategic technique for health care product positioning

Questions of pricing and pricing strategy are difficult for health care marketers. Several strategies have emerged to deal with price elasticity.

Defining the system of needs in an industrial market

Researchers conducted needs research by interviewing individuals with influence upon purchasing decisions for an air compressor product in their companies. The article discusses the interviewing strategies that led from a discussion of the broader context to specific questions about the product and problems with it.

Testing product names

Name function tests aren’t really about names but the effect of the name on the consumer’s expectations of the product. This article—an excerpt from a chapter in the book Making Names—discusses using adjectival analysis to compare consumers’ expectations of a product with one name versus expectations of the same product with another name.

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Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Attitude/Usage Studies
• Conjoint Analysis/Trade-Off Analysis
• Market/Category Evaluations
• New Product Research
• Pricing Research
• Product Placement
• Product Positioning Studies
• Product Purchasing Studies
• Product Testing Research
• Product/Sample Pick-Up
• Repositioning Studies
• Test-Market Research
• Test-Market Simulation
• Usability Testing

Industries

• Apparel/Accessories/Textiles
• Building Materials/Products
• Cosmetics
• Health & Beauty Aids
• Health Care Products-Natural
• Household Products/Services
• Lawn & Garden
• Medical/Surgical Products
• Office Products
• Packaged Goods
• Paper & Related Products
• Pet Foods/Supplies
• Petroleum Products
• Pharmaceutical Products
• Sporting Goods
• Toys

Conduct a detailed search of the entire Researcher SourceBook directory

Related Suppliers: Moderators

Click on a category below to see moderators who specialize in the following related industries, markets and audiences

• Apparel/Accessories/Textiles
• Building Materials/Products
• Cosmetics
• Health & Beauty Aids
• Health Care Products-Natural
• Household Products/Services
• Lawn & Garden
• Medical/Surgical Products
• Office Products
• Packaged Goods
• Paper & Related Products
• Pet Foods/Supplies
• Petroleum Products
• Pharmaceutical Products
• Sporting Goods
• Toys

Conduct a detailed search of the entire Moderator directory.