A shift in consumer research paradigm (from inside-out to outside-in perspective): - Episodic Reconstruction Method
Student thesis: Master thesis (including HD thesis)
- Ashalen Govender
- Bjørn Lambek Jacobsen
- Mikkel Sohn Thomsen
4. Term, Economics and Business Administration (International Business Economics), Master (Master Programme)
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.
| Language | English |
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| Publication date | 1 Jul 2010 |
| Number of pages | 149 |
| Publishing institution | Aalborg University |
| Keywords | continious idea generation, user driven innovation, latent demand, ERM, Episodic Reconstruction Method, Anthropology, Innovation , demand-first, ethnography |
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