A high tech company wanted to explore the possibility of a new online digital service with potential customers. Focus groups were conducted with participants meeting specific age, income level and computer ownership requirements as well as certain behaviors/practices related to this new service. Participants discussed which features they considered valuable, what procedures they preferred, as well as what fees would be considered reasonable for such a service. As a result of the groups, we were able to determine that the digital service would not truly meet customer needs and expectations. In addition to a low interest level, the design inherent in the service raised significant security concerns among participants. By exploring this concept early on, we were able to determine that the service would not be feasible, which provided tremendous savings for the client.

Case Studies