This study explored counselling as a 'new product' within the conceptual framework of 'product innovation' in primary health care settings. A review of previous work on psychological distress in primary care and counselling in Primary Care was undertaken. A methodical strategy that included interviews and questionnaires was devised to explore the organisational, practice and evaluative domains of counselling in Primary Care. Within the organisational domain, the perceptions of counselling in Primary Health Care held by different members of the primary health care team were explored by...