Research
-When GAP was conducting focus groups and surveys about a new online shopping feature, it alerted Forever21, which was able to develop and roll it out faster than GAP. This outcome is an example of

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When GAP was conducting focus groups and surveys about a new online shopping feature, it alerted Forever21, which was able to develop and roll it out faster than GAP. This outcome is an example of a test marketing risk. GAP's focus groups and surveys are part of a test market evaluation. This carries the risk of alerting competitors to new offerings or features. In this case, Forever21 rolled out the online shopping feature faster than GAP, giving it competitive advantage and giving the impression of being pioneers.

Research -When GAP Was Conducting Focus Groups and Surveys About a a New