Joining the fourth dimension: an interactive online journey with consumers and clients

Andera Gadeib and Catherine Genter

Consumer insights are the most important features associated with effective product development. Qualitative research methods are well suited to understand the consumer, most importantly in terms of their needs, dreams, desires and feelings.

Joining the fourth dimension: an interactive online journey with consumers and clients

Andera GadeibDialego AG Market Research Online, Germany

Catherine GenterMoët Hennessy, France

INTRODUCTION

Do we understand our consumers? What do the consumers do, what do they want, feel, what motivates and drives consumer action? Do we understand their dreams and desires? These are questions being asked by marketers who develop new products, or relaunch existing consumer goods with an eye on the consumer. A 'consumer focused product development' is the most successful way of inventing new products. If you have an item that does not fit a...

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