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Qualitative market research is considered as highly important for new product development, both in literature and also in business. Due to the collection of in-depth information, relevant know-how can be gathered and market needs can be identified which is very important for a company´s success in today´s competitive environment. Even if qualitative market research is relatively accepted in business in between, its quality is still an issue of discussions. This study investigates at the example of Bosch Power Tools Accessories how the quality of qualitative market research can be improved in product management. Because: Quality matters.

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Sandra Schneiderhan, born in 1986, completed 2014 her part-time master studies in International Management.Since 2009, she gained experiences in product management in different countries, and is working today as a Global Product Manager at Bosch Power Tools Accessories in Switzerland.

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