ESOMAR Conference best paper 2003

This paper, “Reading between the lines”, was presented at the ESOMAR Lausanne Fragrance Conference in 2003 and was awarded a conference best paper. It has subsequently been published in the ESOMAR book “Excellence” in 2004.
The method uses the dynamics of past or present consumer product tests to measure the purchase intention drivers for the respective groups forming the test respondent sample.

For example, the contribution or fragrance to purchase intent can be measured both directly and where it works indirectly (e.g. by connoting a functional property).

A description of the method is available in its current form, as it has evolved since Lausanne. Please contact me for a copy.

More Information