How can qualitative research help to seek and evaluate new ideas

Date of publication: October 1, 1979

Author: Bernhard Roos


The group decided to focus on the idea of seeking new product ideas as it was felt that concerning concept evaluation there is already a lot of experience, evidence and discussion. Every position and person in the company may generate new ideas. Depending on the type of position these ideas and their formulation will vary. Market Research should be able to seek ideas which are - consumer oriented as far as their benefit is concerned. - feasible and marketing oriented as market research is integrated in the marketing process . The way the ideas are formulated will depend on - the type of product concerned - the role expectation of the market researcher - the method used for generating product ideas/ concept.

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