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Title The New York Times Grocery Workshop
Box Number 62
Report Number 1370A-Sup
Library Hagley Museum and Library
Copyright Hagley Museum and Library
Date
Document Type Letter
Industry Food and Drink
Commissioned by The New York Times
Conducted by Institute for Motivational Research, Inc.
Place Croton-on-Hudson, New York
Company
Brand New York Times
Method Test; Focus Group
Keywords
Language English
Additional information Between 1961-1964, as part of an agreement with The New York Times, the Institute for Motivational Research, Inc. conducted a series of monthly consumer panel sessions with women readers of the newspaper. The subjects were asked to answer questions formulated by various advertising agencies with regards to the marketing and advertising of grocery products (i.e. package, price, company image, commercials and advertisements as well as the intrinsic qualities of the product itself). Following each workshop, the Institute prepared a confidential summary report for advertisers as well as public materials that placed the results of the study within the broad context of the market.
Document linked to A proposal for a continuous consumer panel service conducted by the institute for motivational research for the New York Times and its food advertisers
General findings of first workshop session for publicity releases
Publicity Release #5 - New York Times Grocery Research Workshop "a letter from Dr. Dichter"
Draft of publicity release #6 New York Times Grocery Research Workshop "'letter from Dr. Dichter" - the crucial role of word-of-mouth
Draft of publicity release #6 New York Times Grocery Research Workshop "a letter from Dr. Dichter" - must the housewife choose between a rut and a revolution
Draft of publicity release #7 New York Times Grocery Research Workshop - the inside story
The New York Times Grocery Workshop - special note on attitudes of panel members to the New York Times