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Keywords: Deep customer insights
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Journal Articles
Qualitative Market Research: An International Journal (2019) 22 (3): 456–471.
Published: 10 June 2019
...Alexander Garrett; Cara Wrigley Purpose This paper aims to explore the use of a design process of inquiry that incorporates both deep customer insight (DCI) and traditional market research (TMR) in an ill-defined, complex current market opportunity to generate new business opportunities for firm...
