ABSTRACT
Problem: How can you get reliable answers to research questions in multiphase studies sooner?
This case provides a look at a new technique that permits researchers to develop and optimize concepts quickly, refine and optimize the concept, and then fit the concept to a product–all in one session. Because of the interactive nature of the technique, one has the opportunity of exploring a wide range of alternatives. The approach is illustrated with a case history dealing with sanitary napkins.
