Asking consumers what they want when they don't know the answer

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Author(s): Ben Lovejoy
Collection: Excellence in Consumer Insights 2004
Keywords: Focus Groups, Concept Testing, Purchasing Behaviour

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This paper argues that new product development research requires a very different approach where the technology being tested involves a change in mindset. It uses the example of a concept test for a new form of mobile instant messaging.

Date of publication: 18.04.2004
ISBN: 92 831 1355 1
Order Code: S279-07
Number of pages: 11

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