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...