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)
324
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
:MCB UP Ltd
Copyright © 1987, MCB UP Limited