Print Concept Development At The Fuzzy-Front End
Using virtual-reality technology to better understand and predict reader decisions
Bernhard Treiber Research Director, Treiber + Partners, Germany. andUlf-Dieter Filipp Head of Market Research, Burda Publishing Center GmbH, Germany.
CHANGES IN CONCEPT RESEARCH – A BRIEF OVERVIEW
Concept development in general shows the following structural features:
- a more or less vast complexity of combining critical elements and components into meaningful concepts for new products and services;
- a resulting multitude of available concept choice options;
- high uncertainty about likely reactions among target groups on the demand side (e.g. among readers...