Abstract:

Common market research approaches - regardless whether by qualitative or by quantitative means - usually assess more or less finalised concepts of new products and services. Potential consumers and target groups have rarely been involved directly in the process of generating initial concepts or concept elements. In order to make use of this potential, the authors decided to design and develop a new qualitative approach of concept testing in which the needs, wishes, aspirations and the day-to-day behaviour of consumers serve as guidance.