A Clean Future
The future of cleaning, consumer insight and the process of co-researching
Naama ForsrupIpsos Eureka, Sweden
Anna Karin TrydegårdElectrolux Floor Care and Light Appliances AB, Europe, Sweden
Eva GlantzIpsos Eureka, Sweden
INTRODUCTION
There is a growing awareness of the need for better cooperation between researchers and clients where the roles of both clients and researchers are examined. There is also a need to develop a more holistic approach towards understanding consumers and clients (Gordon 1998, Wable et al 2001). The difficulties in achieving these goals have often resided in the gap between needs and reality...