Price, Rebecca Anne; Wrigley, Cara; Straker, Karla - In: Qualitative Market Research: An International Journal 18 (2015) 2, pp. 230-248
optimised during firm-based innovation. Design/methodology/approach – The paper reports on an empirical research study conducted … with 13 Australian-based firms engaged in a design-led approach to innovation. Firms were facilitated through a design … of TMR methods with design-led customer engagement methods. Practical implications – DCI methods provide fresh, non …