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

Eva Hultman
Amarillo Research & Consultancy AB, Sweden
Fredrik Winell
Carlsberg Sweden AB, Sweden


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 tend to get shorter and shorter. Continuously developing new products is a difficult task, but vital, requiring both creativity and strong analysis of the market.