Discovering unanswered consumer needs

Mark Friedl

Improving or refining current products is not good enough to sustain or improve competitive advantage.

Driving innovation
Qualitative theories & methods

Discovering Unanswered Consumer Needs

Mark FriedlMasterfoods Veghel BV

Introduction

When discussing how best to sustain our competitive advantage, life for marketeers and researchers is becoming increasingly challenging. Products, markets and categories...

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