The pressure is on
The qualitative fingerprint!
Andera GadeibAbstract
This presentation illustrates a new way of engaging consumers in the product development process. With the help of innovative Web 2.0 techniques, new products are co-created WITH the consumer instead of developing a product just FOR them. The approach focuses on the early stages NPD process where initial concepts or products are developed and tested. A new online technique has been developed to acquire direct and detailed consumer feedback right on the test object. It brings together suppliers and consumers in a co-creative process where concepts, products or packages are created interactively. With the help of an online-reporting including visual online heatmaps and key measures empathetic understanding and intuitive insights should be enabled.
Andera Gadeib
Andera Gadeib (38) is founder and CEO of Dialego, a pure online research agency since 1999, with offices in Germany, UK and France.
After spending semesters abroad at both the University of Maastricht (The Netherlands) and Fairfax (USA), Andera Gabeib concluded her studies in Business Administration at the University of Aachen (RWTH) in June 1996 with a thesis on „Consumer Behaviour on the World Wide Web”. She is working on her PhD student in Business Informatics on the topic of „Online Market Research with Virtual Realities“. Her main focus lies on innovative qualitative and quantitative research technologies online..