Abstract:

This paper presents two workshop methods that will be discussed with regard to the operating phases of the method as well as to the background, the importance and the results of these phases. It will deal with the background of the development and the use of these qualitative market research methods, including companies' needs for being ahead or at least on line with the development of tendencies and needs of their target groups, as well as the fundament of the methods with regard to viewing consumers as active, critical and creative participants who can be involved in the research as persons with influence in the development of the market.