Jack in the tiffin box. Unconventional paths to new product idea development

Sangeeta Gupta, Subhransu Rout and Farheen Romani

This paper describes how potential in the ‘Tiffin box’ arena was explored using a combination of research techniques.

Jack in the Tiffin Box

Unconventional Paths to New Product Idea Development

Sangeeta Gupta and Farheen RomaniClient Service, ACNielsen ORG-MARG Pvt. Ltd, IndiaSubhransu RoutConsumer Insight Division, GlaxoSmithKline Asia Ltd, India

THE PROBORTUNITY

The Problem...

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