Safe at any speed?

Neff, Jack
January 2000
Advertising Age;1/24/2000, Vol. 71 Issue 4, p1
Trade Publication
The article reports on an increased use of the Internet by companies to determine public feedback over the marketability of their products as of January 2000. Procter & Gamble Co. executives were stunned to discover private concept images for its Crest brand posted anonymously on the Yahoo! Finance message board. Online testing can be highly risky. But even conservative package-goods companies are embracing such methods in record numbers as the breakneck race to market becomes ever more intense. Used as a faster, less expensive alternative to traditional tests, the Internet has opened up a new forum for everything from focus groups to real-world market simulation. Other testing forms, such as mail, pose risks are great, according to Charles Hamlin, president of InsightExpress.


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