Matrix Technologies Inc.has recently developed a new personal digital assistant (PDA).The marketing director of the firm says that the firm should not use a large sample of customers to test the market for its new PDA.Instead,it should focus on the inputs of _____,because they have the same general needs as the marketplace,but are likely to face them earlier than the bulk of the market.
A) focus groups
B) lead users
C) antichampions
D) laggard customers

Question

Quizplus · Accepted Answer

Lead users are those customers who face certain needs and problems earlier than the rest of the market. They are the innovators and trendsetters and their feedback can help the firm to improve and refine the product before it is launched to a larger market. Therefore, they can provide valuable insights to Matrix Technologies Inc. for their new PDA. Option A, focus groups, are a group of individuals who are asked to provide their opinions and perceptions about a product, service, or idea. Option C, antichampions, are customers who are dissatisfied with a product and express their negative opinions about it. Option D, laggard customers, are customers who are slow to adopt new products and technologies. Therefore, options C and D do not fit the context of the question.