The Contribution of Market Research to…the Testing of New Concepts

Abstract

Market researchers have a major creative contribution to make in the testing of new concepts; market research data alone has a destructive role when applied uninterpreted to new concepts. There is no other area of market research in which the contrast is as dramatic or as important. This article is therefore about the ways in which market researchers can enhance their creative contribution to new concept testing. Creativity depends on the talent of the individual, not on the techniques used, and an uncreative researcher let loose with a so‐called creative research technique is a recipe for disaster. This means that this cannot be an objective, technique‐led paper, but has to be a subjective view to encourage the subjectivity of others. It also has to focus on the general principles of creative development to make its main point.

Citation

Wilding, D. (1985), "The Contribution of Market Research to…the Testing of New Concepts", Marketing Intelligence & Planning, Vol. 3 No. 2, pp. 4-12. https://doi.org/10.1108/eb045711