Peapod launches research service

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Online grocer Peapod is formally getting into the research business. With Consumer Directions, a two-year cooperative program it unveiled March 18, Peapod is now offering consumer goods companies a chance to learn about the Internet grocery category. Subscribers to the service include Colgate-Palmolive Co., Kraft Foods, Nestle U.S.A., and Ralston Purina Co.

Peapod also will be able to create customized tests for marketers, examining things such as the method for sorting products; Web point-of-purchase displays; Web advertising; targeted, customized products and promotions; and the effect on sales of online and offline marketing. Clients pay a fixed fee to be a part of the cooperative and customized research.

Copyright March 1999, Crain Communications Inc.

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