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...

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