Caplan still talks about feeling nauseated in 2004 when an E-Trade customer participating in a focus group insisted that the company had never added "Financial" to its name.

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If you are operating in a new market or with a potentially disruptive technology, Customer Discovery is not about conducting a focus group.

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GutCheck: A focus group can be a critical way to get an understanding of customer behavior and as a result, build better products.

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Mr. Troxel might sound like a member of a focus group that gave Acura's marketing department the template for its target customer profile.

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The thing I like about CWTR is that they focus on a specific customer demographic, and in doing so can really build a relationship with that customer group.

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What kept resonating was that the focus group thought correctly that the entire book was about capturing and then keeping a customer forever.

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