Bambaw is a successful company developing sustainable shaving-related products for all genders. It continuously spends money on research and development and produces products that feature improvements to existing technologies, including carbon neutral and ergonomically superior handle designs. Bambaw coordinates many small focus groups comprising people who shave. They do this to maintain its success in new product development and to gain insights into what people value in a razor/blades/shaving system. At which step of the new-product development process is Bambaw when it conducts these focus groups? O business analysis step O idea generation step O development step O screening step O commercialization step