The Marketing Director of Pambiotics says that the company should use _____ rather than a large sample of customers to test market its new PDA because they have the same general needs as the marketplace,but are likely to face them earlier than the bulk of the market.

Question

Quizplus · Accepted Answer

Lead users are those customers who are in the forefront of the market and are likely to face the same needs and challenges as the bulk of the market but earlier. Hence, they can provide valuable insights to the company to improve the product before launching it to the mass market. Focus groups are small groups of customers who are asked to share their opinions and feedback about a product or service, but they may not necessarily be lead users. "Antichampions" are customers who are actively against the product or brand, and significant suppliers are not likely to provide relevant insights about the needs of the market.

The Marketing Director of Pambiotics Says That the Company Should