Developing New Products And Services With Qualitative Marketing Research [Archive.org URL]

So you need to develop new products or services. And several questions puzzle you.
* Which new product ideas should you develop?
* What features should you include?
* What positioning messages should you use?
* What marketing tactics will be effective?
* How do you raise chances for success and reduce risk?

These questions continually challenge product, marketing, and research managers. And the stakes are big. New product failure rates are high. Lack of information and faulty assumptions are often culprits. The good news is that qualitative marketing research can help you make better new product and marketing decisions. Qualitative marketing research makes managers smarter. This paper’s objective is to guide you in applying qualitative marketing research to develop new products and services.

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