上游充通大粤 e SHANGHAI JIAO TONG UNIVERSITY How? Interview One to one interview in the customer's environment Typically last one to two hours Focus groups A moderator facilitates a two-hour discussion with a group of 8 to 12 customers In a special room allowing several members of the development team to observe The moderator is a professional market researcher,but a team member sometimes moderates The proceedings are usually videotaped $50 to $100 paid for the participants(customers) Total cost of a focus group is about $5000 Rental of the room Participant fees Videotaping RefreshmentsHow?  Interview • One to one interview in the customer’s environment • Typically last one to two hours  Focus groups • A moderator facilitates a two-hour discussion with a group of 8 to 12 customers – In a special room allowing several members of the development team to observe – The moderator is a professional market researcher, but a team member sometimes moderates – The proceedings are usually videotaped – $50 to $100 paid for the participants (customers) • Total cost of a focus group is about $5000 – Rental of the room – Participant fees – Videotaping – Refreshments