ABSTRACT
Practical product development is ultimately founded upon the satisfaction of consumer needs. Proper understanding of these needs is dependent upon clear communication with consumers through a common language. Consumer language research can enhance product development by: providing a better understanding of what attributes mean in technical terms, building more consistent attribute lists for product evaluation and Initiating a systematic approach for improving consumer acceptance of products. Qualitative research is an exploratory tool that provides the flexibility and open-ended response opportunities that are particularly helpful for language development. Qualitative research usually takes the form of focus groups, in-depth interviews, or a combination of both. Mini-groups consist of four to five respondents and can be an effective compromise between full focus groups and in-depth interviews. Dual-moderated groups are an effective method when technical explanations are necessary before consumers can provide informed responses.
