When it comes to innovative products and services, design, quantitative, data-driven methods often lack the understanding of the design and structure that encourages new ways forward. At the same time, the qualitative behavior and emotion-based research provides invaluable inspiration for human-centered design, but understanding presented may be fragile if they are not backed by hard numbers. Integration of quantitative research methods with qualitative methods is a powerful new approach that the author and his colleagues called "hybrid idea. In this article, he shows how the idea of the hybrid out-perform conventional market research tools in the opening of important early adopter segment "Hide
by Johannes Seemanns Source: Rotman School of Management, 5 pages. Publication Date: September 1, 2012. Prod. #: ROT182-PDF-ENG
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