Question

In eight small group sessions with customers, 3M heard them complain that standard steel wool pads scratched their expensive cookware. The findings from this research lead to the development of 3M's internationally successful Scotch-Brite Never Scratch soap pads. The research method 3M used was

A) Observational research
B) Experiments
C) Focus groups
D) Surveys

Answer 1

3M used Focus groups to gather feedback on their steel wool pads, leading to the development of the Scotch-Brite Never Scratch pads.

Step-by-step explanation:

The research method used by 3M whereby they conducted eight small group sessions with customers to hear about their complaints regarding standard steel wool pads is known as C) Focus groups. This qualitative research approach involves gathering a small number of people to discuss issues and concerns about a product, which in turn led to the development of 3M's Scotch-Brite Never Scratch soap pads. Focus groups allow companies to directly engage with consumers, understanding their opinions and insights, thereby informing product development and innovation. Unlike surveys, which collect data from large samples for generalization, or experiments, which test hypotheses in controlled settings, focus groups probe deeper into consumer experiences and preferences.