A carregar...
Publicação
Developing a product that customers love: examining the effectiveness of qualitative user interviews for co-creation at the new product development stage
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 5.48 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The concept of co-creation enables new ways for businesses to interact with their customers
in product development. Yet, the gap between successful co-creation and co-destruction is
small, and research is lacking insights about promising methodologies that can be applied by
startups at the new product development stage. Drawing on the example of PenPal, this study
compared the insights from four mini focus groups and six individual interviews to answer
the research questions on whether qualitative interviews are suited for startup co-creation. A
qualitative content analysis highlighted key advantages and disadvantages of both methods
and drew valuable insights for future research.
Descrição
Palavras-chave
Startup co-creation Customer co-creation Qualitative research Focus groups