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Market research
Why Drones Haven't Taken Off Yet and Autonomous Cars Aren't Moving Forward: Acceptance Decides
Drones, autonomous cars, data centres: the technology is often ready, society not yet. Why acceptance research has to involve all stakeholders.
Johannes Roth
17 hours ago4 min read
Qualitative market research and AI: Why people stay at the center
Qualitative market research remains indispensable, even with powerful AI. It uncovers the meaning, context and contradictions of real people. A language model can imitate this, but it cannot collect it. What AI can do today, where its limits lie and how CURTH+ROTH uses it.
Johannes Roth
6 days ago7 min read
Brilliant product, wrong buyer: What HP's CapShare teaches about B2B innovation. Or how to test prototypes.
Great reviews, 700 dollars, off the market after two years. What HP's CapShare teaches about testing B2B products with the real decision-makers.
Johannes Roth
6 days ago3 min read
Packaging research for a plant-based meat alternative: How much risk can a new pack take?
FMCG case study: Store checks, 16 focus groups and in-person shelf tests in Germany and the UK. How a design team learned how much risk the pack of a plant-based meat alternative could take.
Johannes Roth
6 days ago2 min read
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