A new qualitative approach in concept development

Stefanie Güntzel and Ute Rademacher

Common market research approaches - regardless whether by qualitative or by quantitative means - usually assess more or less finalised concepts of new products and services.

A new qualitative approach in concept development

Stefanie Güntzel and Ute RademacherIpsos Qualitative GmbH, Germany

INTRODUCTION

Consumer Understanding is becoming increasingly important to manufacturers, marketers, strategists and – last but not least – market researchers. Google currently offers approximately 47 million references regarding 'consumer understanding'. Sergio Zyman, former Chief Marketing Officer of the Coca-Cola Company, mentioned that his very first thought in his new position was: “How am I going to be able to talk to consumers in an efficient way, while growing the business?”1Talking to consumers can make use of different communication routes: TV...

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