Focus groups can provide insight into the customer decision making process (Bygrave & Zacharakis, 2010). Questions must be carefully formed to ensure worthwhile data is compiled (Bygrave & Zacharakis). The limitations of focus groups and customer interviews include lack of statistical significance due to the nature of the information collected (Bygrave & Zacharakis). However, customer groups can provide great feedback of a product before formal launching. Many technology based programs run a beta program where they receive input and potential errors from willing consumers.
Reference:
Bygrave, W. D., & Zacharakis, A. (2010). The Portable MBA in Entrepreneurship. Hoboken, New Jersey: John Wiley & Sons, Inc.
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