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Research papers

A new qualitative approach in concept development

Common market research approaches - regardless whether by qualitative or by quantitative means - usually assess more or less finalised concepts of new products and services. Potential consumers and target groups have rarely been involved directly in...

Catalogue: Qualitative 2005
Authors: Ute Rademacher, Stefanie Güntzel
Company: Ipsos MRBI
November 13, 2005
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Citation

Rademacher and Güntzel (2005a, November 13). A new qualitative approach in concept development. ANA - ESOMAR. Retrieved June 03, 2024, from


https://ana.esomar.org/documents/a-new-qualitative-approach-in-concept-development