NEW PRODUCT IDEAS FROM FOCUS GROUPS
- 1 April 1987
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 4 (4) , 57-65
- https://doi.org/10.1108/eb008211
Abstract
Focus groups have become popular vehicles for generating new product ideas. Samples of target buyers are brought together at interviewing facilities, and moderators facilitate and lubricate group discussions which trigger insights as well as new product concepts among observers in the viewing rooms.Keywords
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