Views from the Hills :: New Readers

November 3, 2005 - by Robert E. Stevens, GENESIS II(The Second Beginning) E-Mail: views@aol.com

During the past six months the ''Views'' readership has grown at a good rate. I have been writing my Views since 1994. Originally the Views addressed different market research methods and principles. After a few years, I ran out of topics and started to address other business topics. Fortunately for the new readers of the Views, if they would like to read more about the different research methods, they can do so through the web site http://www.popsg.org/Views. Thanks to Sorensen Associates, over 400 of the Views articles can be found at this site. If you are interested, there are a few in particular that I would recommend.
In the area of Test Methods, I would recommend:

Pair vs. Single Product Testing

They are different and the differences are very important.

Negative Brand Share

Rather than looking at Customer Satisfaction, look at why your brand is not purchased.

Acceptability and Theme Support

Do your sensory variables support your brand's theme or concept?

Disposable Test Market

A method for evaluating a new brand that involves real users, real purchases, real money, and real stores.

S.P.A.C.E. (Sequential Point Assessment in Concept Evaluation)

A technique designed to identify the weak spots in your concept and other benefits.

In the area of Research Concepts, I recommend:

Ruler vs. Pie Markets

The type of market is very important in the selection of the appropriate research method.

Confidence Limits

What are they and what do they mean?

Testers vs. Users

Knowing who is participating in your research is extremely important in both design and analysis.

Assessment in Context

The environment under which your test is conducted has a profound effect on your results.

Researching Research

A 20 year study on the effects of test variables on the results of research.

The above are just a few of the over 400 papers available on the web site. I hope you find them interesting and as enjoyable as I did in the writing.