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Video 10: The focus group

Video 10: Focus group example (p. 45)

STEVE: OK, thank you for coming. This won’t take too long. First, I want to pass around some product information. This is a new Widgets product called the Spr-A-OK. It’s a safe, colorful spray paint for food. Go ahead and think about it. I’ll give you a minute. OK, so what do you think?

PARTICIPANT 1: I love it. I’d buy it for my kids.

PARTICIPANT 2: I don’t get it. Why would anyone want to spray paint food?

PARTICIPANT 1: Are you kidding? Who wouldn’t want to spray paint food? It looks like so much fun. Can you imagine? Blue potatoes? Green rice? Rainbow-colored turkey for Pride Week? My kids would absolutely love this!

STEVE: And how about you? What do you think?

PARTICIPANT 3: It does look like fun, I guess, but… is it safe? I mean, I’m worried about the idea of painting food. And what if it’s not fresh? The food could go bad, and we wouldn’t notice.

STEVE: That’s a good point, thank you. Now another question: What do you think about the name “SPR-A-OK”?

PARTICIPANT 1: Yeah, I was wondering about that. “Spray-OK” doesn’t sound very... well, very good. I mean, it’s just “OK”? Why isn’t it “good”, or “great”? Also, it’s kind of hard to write.

STEVE: [Hm] Interesting... I think the idea was that it sounds like “A-OK”, which does mean “good” in some countries. But maybe that’s not clear... All right, thank you... that’s good to know! Anyone else? Any other ideas?

PARTICIPANT 3: I’d like to try it, but maybe not on food. I think it could be good to use for body painting. You know, to dress up for Halloween or something like that.

STEVE: Hey, that’s a great idea. Let me just write that down… OK. These are great answers, everyone, thank you. Next, what do think about the price?

List of videos

Stage 1

Video 1: Welcome to Widgets (p. 5)

Video 2: Water cooler chat - 3 examples (p. 8)

Video 3: Meet the founders (p. 9)

Stage 2

Video 4: Jessica's R&D project intro (p. 15)

Video 5: Elevator pitch example (p. 22)

Stage 3

Video 6: SWOT analysis (p. 28)

Video 7: Titus' product selection intro (p. 29)

Video 8: Poster presentation example (p. 35)

Stage 4

Video 9: Titus' market research intro (p. 42)

Video 10: Focus group (p. 45)

Stage 5

Video 11: Miki's marketing project intro (p. 58)

Video 12: Ad campaign presentation (p. 62)

Stage 6

Video 13: Final message from the founders (p. 73)

Video 14: Job interview (p. 80)