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Title Which should an Italian line of foods such as Progresso do to gain the greatest amount of consumer acceptance for all of its products
Box Number 62
Report Number 1370P.28
Library Hagley Museum and Library
Copyright Hagley Museum and Library
Document Type Report
Industry Food and Drink; Retail and Wholesale
Commissioned by Carlo Vinti Advertising, Inc.
Conducted by Institute for Motivational Research, Inc.
Place Croton-on-Hudson, New York
Brand Progresso; New York Times
Method Focus Group; Test; Interview
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
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