Research in the Twilight Zone


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.


Book Information

Pages: 27
Published: 1977
New Copyright: 2012
ISBN: 9781613112175

Author information

Neil Holbert Neil Holbert

Neil Holbert has been working in marketing research since the 1950s, when he earned his B.A. and M.B.A from Columbia University and his Ph.D. from New York University. He has been a consultant for Forbes Research, Grey Advertising, Phillip Morris, and Metropolitan Life. He has taught in ten countries worldwide, including Singapore. He has written several books, including Research in the Twilight Zone and Business Strategy: An Asia Pacific Focus . His writings and research focus on many subjects, including segmentation, branding, global issues, and marketing strategy.


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