The Association for Qualitative Research
The Hub of Qualitative Thinking

Concept board

A form of stimulus material, comprising visual and/or verbal representation of an idea for a product or service, often outlining its attributes and benefits and used to present this idea to participants in research. These are usually mounted on large boards so a group of people can easily see them. Such concept boards may be quite polished and resemble advertisements, or they may be very rough and 'unfinished'.

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