Marchand--Focus In, Listen Up!

5) New Markets
An equipment manufacturer selling digital presses conducted focus groups attended by printers to learn about obstacles to adoption.

6) Training
A well-edited videotape of a focus group provides reps, CSRs and estimators an opportunity to hear customers describe their concerns.

Few companies hold focus groups only once. Almost invariably, the sessions prove to be of such great value, they become a line in the annual marketing budget.