Lisa

Now, I$\text{'}$m seeing that our problem is that our customers are having issues with furniture ordered online not meeting their expectations. Either it doesn't fit the space, or it doesn't look the way they thought it would in their home.

Yes, Lisa. That is the problem that we want to work on solving. This problem will guide us through our research process.

Lisa, I$\text{'}$m not sold that that is the problem. I think we first need to see what your competitors are doing and use that to guide our research.

What are advantages of starting with the focus group?

Can be used to generate marketing ideas.

Can be cost$-$effective.

Can conduct causal studies that indicate why behaviors occur.

Not limited to a predetermined set of responses.

Can be a good way to start research into a marketing problem.

Results may be generalizable to a larger population.

Uncovers details concerning the motivations behind behaviors.