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Asking consumers what they want when they don't know the answer

Date of publication: April 18, 2004

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

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Author: Ben Lovejoy

Abstract:

This paper argues that new product development research requires a very different approach where the technology being tested involves a change in mindset. It uses the example of a concept test for a new form of mobile instant messaging.

Ben Lovejoy

Author

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Service after sale and studies of market for business Authors: Archibald Maddock Crossley
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The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Lovejoy, B. (2004a, April 18). Asking consumers what they want when they don't know the answer. ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/asking-consumers-what-they-want-when-they-don-t-know-the-answer