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Handbook of Qualitative Research Methods in Marketing

Edited by Russell W. Belk

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics; research contexts such as advertising and brands; data collection methods such as projectives and netnography; data analysis methods such as metaphoric and visual analyses; presentation topics such as videography and reflexivity; applications such as ZMET applied to Broadway plays and depth interviews with executives; and special issues such as multi-sited ethnography and research on sensitive topics.
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Chapter 22: Metaphors, Needs and New Product Ideation

Jeffrey F. Durgee and Manli Chen


Jeffrey F. Durgee and Manli Chen Background Marketers have been using metaphors for many years in marketing and marketing research in all three stages of the marketing process: need finding (Zaltman, 2003; Rapaille, 2001), new product idea generation (VanGundy, 1988; Cougar, 1995; Schon, 1979; Dahl and Moreau, 2002) and marketing actions including advertising (Mick and McQuarrie, 1999), product naming (Durgee and Stuart, 1987) and new product design (Dumas, l994). In each phase, marketers, consumers and new product development people use metaphors to understand each other better, and they use them to see needs, new product concepts and other marketing actions from fresh perspectives, perspectives which help marketers and product developers conceive new variations on these needs and products. Looking across the range of marketing activities, there is particular pressure for marketers of goods and services to answer the question, ‘what’s next?’ Inevitably, they face a lot of pressure to come up with the next version or definition of that good or service that will fire consumer imagination and generate sales. Consequently, in this chapter, we are concerned with the question of how marketers can creatively redefine or reconceive their offerings. We review the metaphor concept as well as literature dealing with the way market needs and metaphors are used to generate new product ideas. We also describe a series of exploratory projects aimed at improving the effectiveness of metaphor usage in new product ideation, in particular how needs might be incorporated more directly in...

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