Steve Sato, Tony Salvador
Creating a Shared Context Focus groups that are used to develop or evaluate new products strive to achieve some of the same goals as does working with mock-ups. Generally, researchers are responsible for characterizing the product (the block of wood) and for creating a shared context of use (the everyday events Hawkins experienced) to focus the participant's wants, needs, and perceptions. Providing a shared context is relatively easy if the product is an improvement on an existing object, for example, a clothes washer, since subjects have some previous understanding about how they use clothes washers. The researcher's challenge comes…
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