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A shift in consumer research paradigm. Edition No. 1
VDM Publishing House, Feb 2011, Pages: 284
This print endeavours to formulate an alternate research method, drawing inspiration and attributes from the anthropological discipline together with literature on user driven innovation, in order to construct a generic applied 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 organisations.
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