Qualitative research companies as active partners in concept and product development processes

Eva Hultman and Fredrik Winell

This paper is based on a project carried out in 2003 in which a new way of working more closely with qualitative research in early phases of product development was introduced by Amarillo Research & Consultancy to Carlsberg Sweden.

Qualitative Research Companies as Active Partners in the Concept and Product Development Processes

Eva HultmanAmarillo Research & Consultancy AB, SwedenFredrik WinellCarlsberg Sweden AB, Sweden

INTRODUCTION

Marketers and development departments are continuously trying to identify possible new product segments on different markets in order to make successful launches. It is a never-ending task in a world with increasing number of products offered to the consumers and with consumers becoming more and more critical and sophisticated. In a society open 24 hours a day with products available to consumers at all hours, competition increases and the product life cycles...

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