The Fuzzy Front End refers to activities prior to product development used to understand consumer needs to increase the value, profitability or success of a product. Various qualitative techniques may be used to uncover these unspoken consumer needs, wants, likes and dislikes. These may include in-home observations (ethnography
), Focus Groups
, One-on-One Interviews
, (storytelling) or imagery activities such as collaging, comparing/contrasting or mind-mapping1
. These more unconventional approaches have the luxury to verbalize the subconscious thoughts and opinions of the target consumer to aid in developing the optimal product.1
Meilgaard, M. C., Civille, G. V. and Carr, B. T. 2007. Sensory Evaluation Techniques, 4th edition. CRC Press, Boca Raton, Florida.