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NEW PRODUCT IDEAS FROM FOCUS GROUPS

Jeffrey Durgee (Assistant Professor of the Department of Marketing at the School of Management, Rensselaer Polytechnic Institute in New York)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1987

323

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.

Citation

Durgee, J. (1987), "NEW PRODUCT IDEAS FROM FOCUS GROUPS", Journal of Consumer Marketing, Vol. 4 No. 4, pp. 57-65. https://doi.org/10.1108/eb008211

Publisher

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MCB UP Ltd

Copyright © 1987, MCB UP Limited

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