within six areas of life: living, leisure and work; health and nutrition, consumption and finance; communication; identity and expression as well as community and society. The qualitative insights generated through the interviews were used as the hypotheses to validate within the joint quantitative survey. As a consequence, empirical research can approve or reject projections made and increase the validity of the qualitative results and their importance for corporate strategy and decision making. While customer foresight itself is quite a new research field, mass customer foresight is even more new and still rather in the experimental stages. However, it will be interesting to observe its further development in theory and practice. See also Futures studies Innovation Lead user Early adopter Market research References Research methods