Focus troupe: using drama to create common context for new product concept end-user evaluations
Focus troupe: using drama to create common context for new product concept end-user evaluations
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焦点剧团：利用戏剧为新产品概念最终用户评估创造共同背景
DOI：
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发表时间：
1998
期刊：
影响因子：
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通讯作者：
Karen Howells
中科院分区：
文献类型：
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作者：
T. Salvador;Karen Howells
我们提供了一种新的技术，可以为尚不存在的产品获取与上下文相关的、个人体验的用户反馈。客户和用户经常被要求就全新的产品概念提供意见，而根据定义，他们对这些概念没有直接经验。虽然传统的营销技术，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为电动汽车提供有限的满意度，在没有客户体验的情况下评估新产品概念。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演示格式不能提供通用上下文(例如，铝箔集)而在各个客户中流行的可变使用上下文。Focus Troupe是一种将戏剧性的小插曲呈现给潜在客户的技术，在这种技术中，新产品概念只是作为一个道具，甚至是一个戏剧性的元素，而不是作为一项现有的技术。小插曲展示了熟悉的或常见的情况，其中细节根据新发明而有所不同，从而在背景和共同背景下突出了新概念。在我们的经验中，焦点小组活动的实际制作比更传统的焦点小组活动更高效、更快。引人入胜的介绍、共同的背景和不需要现成的产品概念提供了一种独特的方法，可以吸引njive客户对不存在的产品提出相关意见。
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 <and common background. In our experience, the actual production of a Focus Troupe event is efficient and speedier than that of a more traditional focus group. The engaging presentation, the common background and no need for actud product concepts offers a unique methodology for eliciting relevant comments from otherwise njive customers about products that do not exist.