Question

In which phase of new product development would a company use a focus group? (Page 5.02)

Phase one
Phase two
Phase three
Phase four

Answer 1

The product development process consists of 6 steps:

1. Idea generation

2. Concept testing

3. Product development

4. Market testing

5. Product launch

6. Evaluation of results

Given these are the steps of the product development process - the phase where a focus group would most likely happen is phase two concept testing.

When they are concept testing the item, they can bring in people and let them try out the concept model and get their viewpoint on it prior to making the actual item and launching it. A focus group will also provide good feedback on the idea and allow time for the company to make changes if necessary.