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Exploring the FUTURE in the PRESENT
Author(s) -
Ireland Christopher,
Johnson Bonnie
Publication year - 1995
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1995.tb00436.x
Subject(s) - process (computing) , marketing , management science , computer science , business , process management , sociology , economics , operating system
SINCE PEOPLE ARE NOTORIOUSLY unreliable in articulating meaningful preferences for yet‐to‐be developed products, disappointments are common for companies that depend on consumer research as a guide for innovation. Christopher Ireland and Bonnie Johnson believe that their approach, Applied Exploration, overcomes many of the problems inherent in this type of analysis. To support this conclusion, they outline their methodology and describe the very precise marketing profiles that emerge from their research process.