Contemporary Marketing 16th Edition by Louis Boone,David Kurtz

Exercise 2

Interpretive research offers marketing researchers many possibilities, including the opportunity to improve product features such as packaging for food or over-the-counter medication that is difficult for seniors or the disabled to open. List some other ways in which you think this observation method can help make existing product offerings more appealing or more useful to specific users. What kind of products would you choose, and how would you test them?