Skip to the beginning of the images gallery

Qualitative Customer Research

Information Technologies, Innovation and Change, Leadership and People Management

Reference: SIN-56-E
Number of pages: 9
Publication Date: Jan 18, 2019
Source: IESE (España)
Type of Document: Technical Note

Grouped product items
Format	Language	Reference	Use	Qty	Price	Preview
pdf	English	SIN-56-E			As low as €8.20	Preview

You already have a subscription

To order please contact the person in charge of academic purchases in your university.

You'll be able to order once your profile has been validated.

Description

In order to create products and services that are successful in the market, it is crucial for companies and start-ups to develop empathy and understanding for their (potential) customers' needs, contexts and expectations. This technical note aims to point out the significance and motivation of qualitative research and provides guidance in the iterative and unpredictable research process. Ethnographic research methods like field observations and interviews are introduced as practical ways to gather qualitative data. Finally, several Design Thinking tools are recommended to synthesize the gathered data.

Keywords

Customer development customer research Design thinking Product management qualitative research