Qualitative research companies as active partners in concept and product development processes

This paper is based on a project carried out in 2003 in which a new way of working more closely with qualitative research in early phases of product development was introduced by Amarillo Research & Consultancy to Carlsberg Sweden.

Qualitative Research Companies as Active Partners in the Concept and Product Development Processes

Eva HultmanAmarillo Research & Consultancy AB, SwedenFredrik WinellCarlsberg Sweden AB, Sweden

INTRODUCTION

Marketers and development departments are continuously...