Question

Sony Corporation conducted a series of consumer use tests in the 1990's in which consumers were given samples of its experimental digital camera. Participants were instructed to use the camera for all their picture-taking for the next 30 days. At the end of that time, participants were asked to a focus group session in which they were encouraged to elaborate on their usage experiences. Sony hoped that ideas for product modifications would emerge from the focus group that could be incorporated into the camera's final design. Sony was most likely employing which new product idea generation technique?1. Brainstorming.2. Test marketing.3. Depth interviewing.4. Problem analysis.5. Attribute listing.

Answer 1

Answer:

4) Problem analysis

Explanation:

Problem analysis refers to a method of investigating consumer needs under certain complex conditions. It is carried out in order to improve systems, processes and designs.

In this scenario, Sony was offering an extremely disruptive product which wasn't very user friendly but as we all know had a huge potential. Sony's original digital camera was very large, huge compared to normal cameras that used film. It was also very slow and it wasn't very good at taking pictures. Is main advantage was that it used 3¹/₂ floppy disk instead of film.

I'm not sure but I believe it could store around 10-12 pictures and then you had to use another disk. Finally people could start to take a lot of pictures without having to worry about high printing costs. My family had the final commercial product, and if that was the good product, I imagine that those that participated in the product analysis probably had to use and work with something slightly worse.