Suppose you are conducting market research for a new line of electric sport utility vehicles. People are skeptical about your SUV’s product claims and reliability and you are determined to find out why.

You decide to host an in-person focus group to gain customer insights into your brand’s current product offerings. You also want to obtain feedback on an advertising campaign that your brand plans to launch in the next six months. Determine the makeup of your focus group. Who should be invited to the focus group and why? What types of information would you want to obtain? Identify possible questions to present to the focus group. (AACSB: Written and Oral Communication;

Reflective Thinking)