Market Research Category
Research in the Twilight Zone, produced by the American Marketing Association, relates concept research to definite parameters of time, specifically the twilight zone. This term refers to the period after an idea or product has been created, but before it has proven a failure or success. This monograph is intended to aid business decision-makers with properly valuing concept research, and acts as a guide for marketing management going through the concept testing process.
To reach this goal, the monograph provides the following:
- Presentation and analysis of the three major misconceptions of concept research, as well as three guiding conceptions for studying research;
- A thorough analysis of the three stages of concept research: generation, diagnosis, and evaluation; and,
- A simplified design-chain outlining the essential steps and factors inherent in concept research.
Research in the Twilight Zone is a brief yet thoroughly researched and highly accessible text that emphasizes the importance of concept research and its processes. It will prove highly valuable to market researchers, managers, and businesses of any size in the efficient and profitable execution of products and ideas.