7 Keys to Marketing Genius: Market Development Groups
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
A few companies have seen success with developing a testmarketing group amongst prospective customers. Mercedes selected a group and asked them questions about what type of sport utility vehicle they would like to see in the future. To thank the participants they gave them hats, t-shirts, key chains and kept them abreast of the development. Once the new automobile became available, most of the participants were dying to buy one. The automaker had developed a strong relationship with this group (Key 5) and was creating the design based on the feedback gathered (Keys 6 & 7).
