This article describes a case study that used Moderated E-mail Groups (MEGs) to assess the potential for launching an online (Internet) share-trading platform in the UK. For reasons of client confidentiality it is not possible to reveal the name of the project sponsor, but it is possible to reveal that the company would be a new entrant in the market. This article details why MEGs were chosen and highlights the key advantages associated with this type of methodology. It also reveals key learning points (both positive and negative) gained from our experiences.
Get full access to this article
View all access options for this article.
References
1.
BeasleyR., & ChapinK.. (1998) Proceedings of ESOMAR Worldwide Internet Seminar, February.
2.
ComleyP., & EkeV.. (1999) Proceedings of ESOMAR Net Effects Conference, February.Amsterdam: ESOMAR.
3.
GreenbaumT.. (1998) Quirks Marketing Research Review, July.
