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Published in:
Introduction to Customers’ Hidden Needs Read chapter Read first chapter

2010 | OriginalPaper | Chapter

Example: Warehouse Equipment Research

Authors : Keith Goffin, BSc (DUNELM), MSc, PhD, Fred Lemke, BCom (HONS), MBA, PhD, Ursula Koners, BA (HONS), DIPLOM-BETRIEBSWIRT (FH), PhD

Published in: Identifying Hidden Needs

Publisher: Palgrave Macmillan UK

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This chapter describes discovery research into the opportunities for innovative warehouse equipment. It shows how ethnographic market research can be conducted using the approach presented in Chapter 4. The discussion is based on an actual project conducted in 2007 for a major manufacturer, which for reasons of confidentiality we will refer to as WarehouseEquipCo.

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Metadata
Title
Example: Warehouse Equipment Research
Authors
Keith Goffin, BSc (DUNELM), MSc, PhD
Fred Lemke, BCom (HONS), MBA, PhD
Ursula Koners, BA (HONS), DIPLOM-BETRIEBSWIRT (FH), PhD
Copyright Year
2010
Publisher
Palgrave Macmillan UK
Book
Identifying Hidden Needs

Print ISBN: 978-1-349-30531-5

Electronic ISBN: 978-0-230-29448-6

Copyright Year: 2010

DOI
https://doi.org/10.1057/9780230294486_5