Focus troupe: using drama to create common context for new product concept end-user evaluations

Abstract

We offer a new technique for eliciting contextually relevant, personally experiential user feedback for products that do not yet exist. Too often customers and users are required to provide input on radically new product concepts with which, by definition, they have no direct experience. While traditional marketing techniques, e.g., focus groups and surveys, appear adequate for evaluating existing products with which customers have direct experience, these existing techniques offer only limited satisfaction for ev,aIuating new product concepts where there is no customer experience. Based on our experiences, we note that one primary reason for this limited utility is the variable use-contexts prevalent among the individual customers due to a product presentation format that cannot offer a common context, e.g., a foil set. Focus Troupe is a technique whereby dramatic vignettes are presented to an audience of potential customers in which the new product concept is featured merely as a prop or even as a dramatic element, but not as an existing piece of technology. The vignette casts familiar or common situations where the particulars differ based on the new invention, thereby contextually highlighting the new concept against a fruniliar

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焦点剧团:利用戏剧为新产品概念的最终用户评价创造共同的背景

我们提供了一种新的技术来引出上下文相关的，个人体验用户反馈的产品，还不存在。客户和用户经常被要求对全新的产品概念提供输入，而根据定义，他们没有直接的经验。虽然传统的营销技术，例如焦点小组和调查，似乎足以评估客户有直接体验的现有产品，但这些现有技术只能提供有限的满意度，评估没有客户体验的新产品概念。根据我们的经验，我们注意到，这种有限效用的一个主要原因是，由于产品展示格式不能提供共同的上下文，例如，箔组，因此在单个客户中普遍存在可变的使用上下文。焦点剧团是一种技术，通过戏剧性的小插曲呈现给潜在客户的观众，其中新的产品概念仅作为道具甚至作为戏剧元素，而不是作为现有技术的一部分。小插图描绘了熟悉的或共同的情况，其中细节根据新发明而有所不同，从而在上下文上突出了在熟悉的和共同的背景下的新概念。根据我们的经验，焦点剧团活动的实际制作比传统的焦点小组活动效率更高，速度更快。引人入胜的演示，共同的背景和不需要实际的产品概念提供了一种独特的方法，可以从不存在的产品中获得相关的评论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。