Producing the fundamental index for understanding the
current market and forecasting the future trends through secondary
data study on market environment, technology trends and competitive
analysis
Definition
A research method of observing and interviewing consumer
groups at a place where it is possible to access consumers to find
the life styles and trends of the target consumer groups
Objectives
A research method used at the advanced product planning phase to
understand the characteristics and propensity corresponding consumer
as well as to accurately grasp the meaning of the corresponding position
KSF
Structured guideline and interview scenario
Analysis framework and insight (Activity Process Mapping, Needs Nod
Mapping, Scenario Making)
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