Abstract:

This paper is based on a project carried out in 2003 in which a new way of working more closely with qualitative research in early phases of product development was introduced by Amarillo Research & Consultancy to Carlsberg Sweden. The project was carried out in several phases and, apart from using qualitative research in an early stage of product development, the project also included development of concept and stimulus material by Amarillo Research used in the last phase of research. The case shows possibilities for research companies to develop close partnership in product development processes.