Helkkula, Anu; Pihlström, Minna - In: Qualitative Market Research: An International Journal 13 (2010) 4, pp. 354-371
Purpose – The aim of this is to present a new combined, projective technique, the event‐based narrative inquiry technique (EBNIT), and analyze how it adds to traditional interviewing techniques in service development contexts for yielding new service ideas and evaluating current service....