Generating new product ideas

Date of publication: August 1, 1971



This paper attempts to review the contribution which market research can (and even occasionally does!) make to the initial, inventive, stage of new product development. In order to do this, research has been set into the context of all sources for new product ideas, whether research-based or not. In compiling this review, I have drawn very largely on everyday acquaintance with the way things are done in typical marketing companies, advertising and research agencies.

Colin Greenhalgh


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Catalogue: ESOMAR Congress 1966

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