Globalization of Market Research Tools

Harriet Dehde and Dirk Frank

The paper describes a research approach which is particularly suited for international research: a standardized pack test methodology which utilises latest multimedia technologies for on-screen testing of new pack designs.

Globalization of Market Research Tools: The Digital Pack Test

Dirk FrankISM Global Dynamics, Germany andHarriet DehdeBeiersdorf AG, Germany

NUMBER OF 'INTERNATIONAL' METHODS

International market research is the fastest growing sector in our business reflecting the increasing efforts of client companies to offer their products in a global or at least multicountry market. As a consequence the international marketing activities of clients lead to an increasing demand for international research and for research techniques that work also beyond the domestic market. As the market research 'industry' is often more an economic than a scientific enterprise...

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