The complex customer: applying qualitative methods in automotive NPD
Michael Francesco Alioto and Deana Gillespie
This paper illustrates how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to gather critical customer input during the creation and development of both vehicle interiors and exteriors for the 2010 year models.
The complex customer: applying qualitative methods in automotive NPD
Michael Francesco Alioto and Deana GillespieMarket Probe, Inc., United States
PREFACE
The main focus of this paper is to illustrate how one Asian automotive manufacturer applied an innovative...
