Focus Groups and the Development of New Products by Technologically Driven Companies: A Comment
Daniel T. Seymour · Journal of Product Innovation Management · 1987
Market research information often helps to reduce uncertainty in many new product decisions. Yet, each research technique has both strengths and weaknesses in terms of its ability to aid decision makers. Daniel Seymour responds to a recent Journal of Product Innovation Management article in which the benefits of focus group research were examined. By enumerating and describing the major limitations of the technique, a more informed choice of research approaches may be embraced.