Focus groups and the development of new products by technologically driven companies: Some guidelines
本文为工业和科技公司提供了一系列实用指南，帮助它们在概念开发和优化过程中使用焦点小组讨论，以了解消费者对新产品的反应。
Manufacturers of consumer goods frequently have used focus group discussions to learn about consumers' reactions to both new and existing products. Typically, results of these discussions have led to the exploration of new concepts and the identification of new opportunities. Edward McQuarrie and Shelby McIntyre have developed a series of practical guidelines to help industrial and technological companies use focus groups during the process of concept development and refinement. The group's discussion provides insight into how the product may be received by buyers in the marketplace.