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Using Qualitative Research to Inform a Customer-Centric Design

Chapter Description

This chapter from Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design discusses several types of qualitative research and shows how they can be used to generate test ideas while providing insights that will help guide the business in an evolving marketplace.

References

  1. “Marketing Myopia,” Harvard Business Review; Theodore Levitt (1960).