A new qualitative research tool for global concept testing

Date of publication: November 10, 2002

Author: Barbara Busch

Abstract:

At a time when many manufacturers are facing difficult challenges in finding consumer-relevant innovation, global marketing groups are challenging the research industry as a whole to find fast and effective ways to contribute to the development of strong and appealing brands. This paper examines the strengths and weaknesses of focus groups; the methodology and special techniques used in the alternative of sessions; the proposition that a combination of both techniques forms a strong backbone for developing coherent product mixes; and two case studies that elucidate the opportunity.

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