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Repertory Grid Technique

In: Identifying Hidden Needs

Author

Listed:
  • Keith Goffin

    (Cranfield School of Management)

  • Fred Lemke

    (Alliant International University)

  • Ursula Koners

    (Cranfield School of Management
    S. Siedle & Söhne OHG in Furtwangen)

Abstract

Psychology is a science that focuses on understanding the workings of the brain and how people think. In attempting to understand such complex processes, psychologists do not ask direct questions such as “how do you think?” However, in trying to understand their customers, many companies rely solely on direct questions posed through focus groups and surveys. The challenge in understanding customers should not be underestimated—sophisticated approaches are necessary to generate the insights to develop breakthrough product concepts. So it is not surprising that an approach developed for psychology—repertory grid technique—has important applications in market research.

Suggested Citation

  • Keith Goffin & Fred Lemke & Ursula Koners, 2010. "Repertory Grid Technique," Palgrave Macmillan Books, in: Identifying Hidden Needs, chapter 6, pages 125-152, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29448-6_6
    DOI: 10.1057/9780230294486_6
    as

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    Cited by:

    1. Mohamed Battour & Nur Aulia Noviyani & Ririn Tri Ratnasari & Mohamed Aboelmaged & Riyad Eid, 2022. "The Impact of HDA, Experience Quality, and Satisfaction on Behavioral Intention: Empirical Evidence from West Sumatra Province, Indonesia," Sustainability, MDPI, vol. 14(8), pages 1-19, April.
    2. Mai, Nhat Chi, 2022. "The Impact of HDA, Experience Quality, and Satisfaction on Behavioral Intention: Empirical Evidence from West Sumatra Province, Indonesia," OSF Preprints 6784s, Center for Open Science.
    3. Carsten Hansen & Carlos Mena & Heather Skipworth, 2017. "Exploring political risk in offshoring engagements," International Journal of Production Research, Taylor & Francis Journals, vol. 55(7), pages 2051-2067, April.
    4. Danielle C. Sanderson & Victoria M. Edwards, 2014. "What Tenants Want: UK occupiers' requirements when renting commercial property and strategic implications for landlords," Real Estate & Planning Working Papers rep-wp2014-03, Henley Business School, University of Reading.

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