Internet Marketing Mentors

Where's the Market Research? (readwriteweb)

Back in the day; back when we still did telephone interviews, mall intercepts,
and door to door product placements, i.e. before the Internet, it used to take
weeks, sometimes months, to get results from marketing research projects.

To test a package, for example, we would contract with a field service that
had a mall facility and recruit shoppers to compare the package designs and
tell us about their preferences. Generally it would take two to three weeks to
get the artwork and approvals from the client, two weeks to actually conduct
the interviewing, a week to have the questionnaires coded and tabulated, then
another week to prepare the final report and present it to the client.

_Sponsor_

Back in the early 90's this project would cost $10,000 to $25,000; depending
on whether you used an independent consultant or a large, well known marketing
research company.

I recently had the opportunity to conduct a frozen food package design study.
The client approved the study Tuesday morning, emailed the final artwork on
Tuesday afternoon, and the study launched (via the internet) on Tuesday
evening. The interviewing was completed Wednesday evening and the coding,
tabulating, and reporting were done on ...

readwriteweb

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