Grasping the moment of truth: ethnographic insights for automotive NPD

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life, for example when car drivers are asked about isolated technical details of vehicles.

Grasping the moment of truth: ethnographic insights for automotive NPD

Christoph Palmer and Sigrid SchmidGIM Vision, GIM (Gesellschaft für Innovative Marktforschung), Germany

LIMITS OF CLASSIC AUTOMOTIVE MARKET RESEARCH

Classic automotive market research...

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