If the marketer sees the job as meeting customer needs and wants and realizes that it cannot succeed without doing so, marketing outcomes must be in the customer s interest. Marketers are chosen for their knowledge of consumers. The mindset is one that starts every program and every action by first considering customer needs and wants. Because marketers are customer driven, they know they must also be flexible risk-takers, willing to change their offerings if customers change or if the strategy is wrong. The process is continuous and customers are central.
Focus groups are depth interviews.
Focus groups are usually made up of six to ten individuals who are relatively homogeneous in demographics and lifestyles. The session is held in neutral settings where a trained moderator guides the discussion.