Blurring the boundaries between qual and quant: How the challenge to do consumer research in the rapidly developing technology industry made qual and quant come together

This paper describes the evolving approach from product-led to consumer-focused research taken by Acer, the PC manufacturer, to better understand consumer needs and validate new product propositions.

Blurring the boundaries between qual and quant: How the challenge to do consumer research in the rapidly developing technology industry made qual and quant come together

Maarten SchellekensAcer, Switzerland

INTRODUCTION

Especially in the computer and smartphone industry it is hard to understand consumer needs, and gauge consumer responses to potential propositions. The value-creation process takes a couple of years from the moment of inception up to the moment that products arrive on the shelf. But in those couple of years, many parameters change. Technology progresses quickly, and the market situation changes drastically in a short period of time. As...

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