What's going on in your bedroom? Understanding 16–26 year olds
Philip De WulfThe Mission House, Belgium
PREFACE
Can you imagine the response rate you would get as a 35 year old researcher asking an 18 year old girl if she would show you her bedroom? So when asked to develop a new retail concept for a furniture retailer we immediately understood we would need “to be invited in” and use non-intrusive insights generation tools. In order to develop a differentiating store concept, consumer generated content is a powerful ingredient and a holistic research approach (not just one single methodology...