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Generating idea from consumers

Date of publication: November 2, 1983

Catalogue: Seminar 1983: New Product Development

Authors: Cliff Holmes, Sheila Keegan

Abstract:

The paper considers current and developing creative research methods used in generating ideas from consumers in the area of new product development. The role of consumers as idea-generators is discussed within an overall model commencing from a problem-orientation standpoint. The paper focuses specifically on various aspects of methodology including recruitment of respondents and practical aspects of creative workshops and creative panels.

Cliff Holmes

Author

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Sheila Keegan

Author

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Holmes and Keegan (1983a, November 02). Generating idea from consumers . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/brands-and-consumers-co-creation