Abstract:

In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research. The aim of this paper is to help clients and qualitative researchers evaluate how if at all such technological innovations might help achieve their respective and mutual goals with respect to product innovation. This paper examines sources of and influence on product innovation noting some international differences including receptivity to new ideas. The review of past research and the literature examines what drives successful innovation and the implications of this for marketing research. Seven criteria are identified. The paper examines how recent technological innovations in qualitative marketing research in principle meet these criteria and subsequently reports on the reactions of clients and researchers to the application of this technology and compares and contrasts receptivity to innovation in general.