Morris, Leigh; Abrams, Dominic; Randsley de Moura, Georgina - In: European Journal of Marketing 37 (2003) 10, pp. 1440-1456
Whereas there is general satisfaction with straightforward picture‐board techniques for testing me‐too and brand extension product concepts, there is a widely held belief that such techniques are inadequate in accurately gauging the appeal of truly innovative concepts. “Living with the...