"Always On" - Bringing Market Research Down to the Development Engineer, Closer to the Customer and into the Vortex of Product Development
May 2001
Prepared for the ESOMAR Congress (September 2001 - Rome)
Responding to a call by a major consumer electronics company to accelerate the pace and quality of product development, J Walter Thompson (Detroit) and Moskowitz Jacobs Inc. (New York) have developed a new paradigm. The paradigm incorporates current as well as new research procedures into a cost-effective, rapid, sustainable development system, with ongoing market feedback. This paper presents the components of that approach, illustrates the changes in the market research paradigm that ensue, and presents data from a case history on PDA's (personal digital assistant).
