Qualitative research companies as active partners in concept and product development processes
Eva Hultman and Fredrik Winell
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...
