Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

Words Out of the Past

By now all the readers of my Views are probably aware of my interest in Point of Purchase Research or In-Store Research as some call it.  To give you an idea of how I developed my interest, I would like to share the words of the client for the very first In-Store Study conducted within Procter & Gamble.  (At lease to my knowledge.)  This study was conducted in the 1970s.  The study involved a Toilet Tissue Market Segmentation Study.

Comments:

In-Store Research has been around a long time.  My disappointment has been that so many researchers have not seen the value of this type of research.  I guess that speaks loudly about my inability to sell something I think has immense value.  It was a good thing my major profession was not sales.

In future Views,  I will show where the data from In-Store Research was different from data collected in telephone and CLT studies.  I all cases the In-Store Data was seen as being the more reliable.


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