DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. The first thing researchers did was invite a group of eight insured people to talk about home and auto insurance. Their conversations were recorded and later analyzed to determine if there were any differences between customers from different markets. This was an example of

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The described activity is a focus group, wherein a group of individuals are brought together to discuss a particular product or service. The researchers recorded and later analyzed the conversation to identify any differences between the customers from different markets in order to predict the success of DirectProtect's sales efforts in new markets.

DirectProtect Is an Insurance Provider That Uses Telemarketers Rather Than