The complex customer: applying qualitative methods in automotive NPD

This paper illustrates how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to gather critical customer input during the creation and development of both vehicle interiors and exteriors for the 2010 year models.

The complex customer: applying qualitative methods in automotive NPD

Michael Francesco Alioto and Deana GillespieMarket Probe, Inc., United States

PREFACE

The main focus of this paper is to illustrate how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to gather critical customer input during the creation and development of both vehicle interiors and exteriors for the 2010 year models. This approach consisted of using ideation, innovation, and triangulation methods which were developed in conjunction with experts from multiple disciplines in order to fully assess...

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