Paper instructions:

Question 4 4 Marks Outline the shortcomings of traditional market research techniques in identifying and influencing customers’ attitudes and behaviours. 6 Marks Summarise the main features and benefits of Real-time Experience Tracking (RET) in addressing these shortcomings. Outline using an example, what is meant by bias in design. 5 Marks 10 Marks Summarise using examples, the main features of two of the following rational design tools, and explain how their use can improve the design process. Objectives Tree Method Performance Specification Method Function Analysis Method

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