Abstract
This chapter describes discovery research into the opportunities for innovative warehouse equipment. It shows how ethnographic market research can be conducted using the approach presented in Chapter 4. The discussion is based on an actual project conducted in 2007 for a major manufacturer, which for reasons of confidentiality we will refer to as WarehouseEquipCo.
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© 2010 Keith Goffin, Fred Lemke & Ursula Koners
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Goffin, K., Lemke, F., Koners, U. (2010). Example: Warehouse Equipment Research. In: Identifying Hidden Needs. Palgrave Macmillan, London. https://doi.org/10.1057/9780230294486_5
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DOI: https://doi.org/10.1057/9780230294486_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30531-5
Online ISBN: 978-0-230-29448-6
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