A fresh approach to concept testing – how to get more research for less time and money
John KearonBrain Juicer Ltd., United Kingdom
THE THINKING BEHIND THE PAPER
With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever. Yet, these same companies are under huge budget pressure, while trying to maintain the strength of the 'consumer's voice' in the innovation process.
Unlike silicon chips, a 'Moore's Law' of ever increasing capability-to-cost in MR remains an unobtainable dream of client-side research directors the world...