When it comes to advanced product and service design, quantitative, data-driven methods often lack feel and the design penetration that inspires new ways forward. Meanwhile, qualitative behavioral and emotions -based research provides invaluable inspiration for human-centered designers, but the insights unveiled can be vulnerable if they are not backed by hard numbers.
Integrating quantitative research approaches with qualitative processes is a strong new strategy that the writer and his colleagues have dubbed 'hybrid penetrations'. In this post he shows how hybrid penetrations out-perform normal market research tools in unveiling critical early-adopter segments.
PUBLICATION DATE: September 01, 2012 PRODUCT #: ROT182-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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