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A master's thesis from Aalborg University
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A shift in consumer research paradigm (from inside-out to outside-in perspective): - Episodic Reconstruction Method

Translated title

Authors

; ;

Term

4. Term

Education

Economics and Business Administration (International Business Economics), Master

Publication year

2010

Submitted on

Pages

149

Abstract

This thesis endavours to formulate an alternate research method, drawing inspiration and attributes of the anthropological discipline togehter with litterature on user driven innovation, in order to construct a generic research method that is conducive to understanding consumers and discovering their latent demands, all for the purposes of generating innovative new product development ideas for the company.

Keywords

continious idea generation ; user driven innovation ; latent demand ; ERM ; Episodic Reconstruction Method ; Anthropology ; Innovation ; demand-first ; ethnography

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