A new qualitative research tool for global concept testing

Barbara Busch

At a time when many manufacturers are facing difficult challenges in finding consumer-relevant innovation, global marketing groups are challenging the research industry as a whole to find fast and effective ways to contribute to the development of strong and appealing brands.

a new qualitative research tool for global concept testing

Barbara BuschANALYSIS The Scent Company

Introduction

At a time when many manufacturers are facing difficult challenges in finding consumerrelevant innovation, global marketing groups are challenging the research industry as a whole to find fast and effective ways to contribute to the development of strong and appealing brands.

The qualitative market research method that has been most used to probe and explore new directions: positioning, concepts, ads, etc. is focus groups. But when a client asks to carry out a 'few quick focus groups' we fear that this is considered...

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