Question

Over the last two years the consumer foods market has shifted toward a desire for healthier foods. The product manager of a breakfast cereal company designed a new healthier cereal but was uncertain how it would be received by the market. Josh, the plant’s marketing director, conducted a focus group of existing and potential customers to observe their responses to the new cereal. In order for the information from the focus group to be most beneficial for the company, what must Josh discover about the customers’ feedback?

Answer 1

Answer:

Josh needs to find out if the new product is considered and healthy and desirable by the new customers.

Explanation: The focus group is a qualitative method used in marketing for getting a deeper understanding of customer preferences. Is designed to have initial insights before a product goes to market. Essentially, the research team try to identify if potential customers spontaneously associated expected characteristics with the new product, and this trigger the action of buy the product (it is valuable to them). In this case, Josh has to find out if the new cereal is considered healthier, and it is as important for the focus group to buy the cereal.