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.

Packaging
Managing research projects

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...

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