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Originally Posted by jayeff
Just bear in mind that the Edsel was one of the biggest automotive flops ever and it was produced specifically to provide what car buyers had told Ford they wanted.
It's no simple matter to construct surveys such that you are told the truth, rather than what people know they should say or you want to hear. If you want the exercise to be of value, you really need to talk to someone with knowledge in that area.
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Exactly... what they *TOLD* Ford they wanted.
A deep focus group doesn't listen to what customers say they want. It finds out what they really want.
Look at the PT Cruiser. It was a junky car on the merits. Customers would have told you they wanted something else. But it resonated with American's sense of nostalgia and need for independence, and became a surprise hit.
Yes, an expert is recommended.