Prior to offering its brand of insurance to the Canadian market, DirectProtect conducted several face-to-face interviews with groups of eight to determine how Canadians feel about home and auto insurance. DirectProtect used:

Question

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DirectProtect used focus groups, which involve gathering groups of people to discuss their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. In this case, groups of eight were interviewed to understand Canadian perspectives on home and auto insurance.

Prior to Offering Its Brand of Insurance to the Canadian