Understanding Customers' Views: An Example of the Use of Repertory Grid Techique

Repertory grid technique is a well‐known and important tool for market research. Frost and Braine (1967) went as far as to say: “In our view, the Repertory Grid represents an approach of such fundamental importance that we regard it as having as much potential in market research as any technique since the invention of the questionnaire”. Grid technique has typically been used for identifying ideal product attributes. This article, however, gives an example of how the method was successfully used to investigate customers' views on a complex concept.