Let the pieces fall into place. Regardless of the approach chosen, the learning and insights come through inductive reasoning and inference: by reflecting on participants’ comments, by reviewing their behaviors, by noting the choices they have made (and may not have made) and finally through those glorious “Aha…!” moments. The qualitative category exploration sheds light on:
- Openings for significant product improvements,
- The potential for a breakthrough product positioning (via form, function, delivery, etc.),
- The possibility for category disruption through innovation,
- And/or the presence of critical barriers to entry.
This is not a process of deductive reasoning or analytic rigor – though that may be the post-hoc explanation for the conclusions that are developed. This is an attempt to see the whole by allowing the pieces to fall into place.
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