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Using focus groups to support new product development

机译：使用焦点小组支持新产品开发

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For product developers, the Focus Group technique offers a flexible and direct means by which the user can contribute throughout a product development project. The authors advocate this technique being employed - particularly at the predesign and during the earlier stages of concept generation. Enabling the product developer direct access to the user increases empathy and understanding between the parties. Gaining further insight and knowledge supports the enhancement of the product development process and leads to more responsive products for the user. To summarise, Focus Groups offer benefits to the product developer in a number of ways, such as: · Direct contact with users · Particularly valuable pre-design phase · Brings 6-8 target users together for an informal discussion · Provide the developer (designer) with evidence on which to base design decision-making · Provide the opportunity for associated activities to be carried out before, during and after discussion (e.g. product personality profiling) As already mentioned, Focus Groups will not answer questions and, in many cases, they will highlight even more questions. However, applying this technique should prove to be a valuable contribution to new product development.
机译：对于产品开发人员，Focus Group技术提供了一种灵活而直接的方式，用户可以在整个产品开发项目中做出贡献。作者主张采用这种技术，尤其是在概念设计的预设计阶段和早期阶段。使产品开发人员可以直接访问用户，可以增加双方之间的同理心和理解。获得更多的见识和知识将有助于产品开发过程的增强，并为用户带来响应速度更快的产品。总而言之，焦点小组可以通过多种方式为产品开发人员带来好处，例如：·直接与用户联系·特别有价值的预设计阶段·召集6-8位目标用户进行非正式讨论·提供开发人员（设计人员） ），并以此为依据进行设计决策。·为讨论之前，讨论期间和讨论之后的相关活动提供机会（例如，产品个性分析）。如上所述，焦点小组不会回答问题，在许多情况下，他们会突出显示更多问题。但是，应用该技术应被证明对新产品开发具有宝贵的贡献。

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