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Research papers

Co-design! Zero to final specification in three days

One of the most challenging problems in product innovation and marketing is hoe to accurately and quickly translate a brand's promise trough a product concept into a product specification. This case study provides an innovative solution to this...

Catalogue: Congress 2016: #WOW
Authors: David Lundahl, Menexia Tsoubeli
Company: InsightsNow, Inc.
September 22, 2016
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Citation

Lundahl and Tsoubeli (2016a, September 22). Co-design! Zero to final specification in three days. ANA - ESOMAR. Retrieved July 06, 2025, from


https://ana.esomar.org/documents/co-design-zero-to-final-specification-in-three-days


Videos

Co-design! Zero to final specification in three days

Sensory cues provide the basis for understanding how to design and develop products to achieve harmony with the brand promise. Traditional research techniques focus on maximising purchase interest, preferences, and liking, to guide the construction...

Catalogue: Congress 2016: #WOW
Authors: David Lundahl, Menexia Tsoubeli
June 15, 2016
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Citation

Lundahl and Tsoubeli (2016a, June 15). Co-design! Zero to final specification in three days. ANA - ESOMAR. Retrieved July 06, 2025, from


https://ana.esomar.org/documents/co-design-zero-to-final-specification-in-three-days-8701