Qualitative Research Companies as Active Partners in the Concept and Product Development Processes
Eva HultmanAmarillo Research & Consultancy AB, SwedenFredrik WinellCarlsberg Sweden AB, Sweden
INTRODUCTION
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...