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Our first test of the Speak N Spell concept to perspective buyers was through focus groups. This chapter will discuss the method we used and the results and conclusions we gathered.

Introduction

With the technology development well under way and having gained some confidence with the educational consultant, we began our focus on customer acceptance of the concept. The obvious method of testing the product concept was to use focus groups.

A focus group is made up of an invited representative of groups of prospective customers to be introduced to the product concept. Generally a moderator is hired to lead the discussion. The moderator is not emotionally attached to the product concept and is trained not to lead the individuals in the focus group to the conclusions we wanted to hear. In fact, the task at times was to lead them away from what we were hoping to hear to see if the individuals would lead each other back to what we were hoping to hear. Each focus group was made up of 8 to 10 people who would likely purchase the product. In our case these individuals were parents of children in the age range we were targeting the product towards. As the moderator introduced the focus group to the product concept we were behind a one way mirror watching and listening to gain insight of the acceptance (or disapproval) of the concept.

The creative part of this activity was to clearly describe a product concept that did not exist. We chose to use two products with a proposed vocabulary size that we felt would come close to describing what the product would be:

  • A cassette tape recorder to play scenarios of how the product might function.
  • A pull string toy to could give a feeling for what the product might be like for the child.
  • A list of 250 words.

The task of the moderator was to introduce the concept, allow the participants to give frank and honest feedback without leading them. The parents sat around a table with the moderator in front of them presenting the concept using the recorder, pull string toy and other visuals. The one way mirror left us screaming at the mirror on several occasions as the moderator allowed a conversation to go in a direction we didn’t want it to go. But in spite of several of these episodes, we learned a great deal about our product idea. And, we learned a lot about how not to demonstrate the concept of an advanced technology to a group of naive observers. I guess it is unfair to call the parents naive, but I still have memories of the sessions.

In spite of my personal observations and opinions, here is what we learned from the sessions:

  • The product would not be reliable.
  • The product would be boring and teacher oriented.
  • The vocabulary was far too small to be useful.
  • The product would be a noise maker.

The first question that comes to mind is how did they come to those conclusions? It begs a second question of what did we really learn from the sessions?

How did they miss the concept?

The answer to the question "how did the come to those conclusions" is much clearer to me now that I have faced this same issue multiple times, as I have attempted to explain the concept of a new technology based product. Many of these new technology based products are the result of creating a way to scratch an itch before the itch is even noticed. In other words, a product that solves a problem that no one even knows they have. This is precisely what we were trying to do with these parents. We were attempting to demonstrate a capability that had never been seen before. The leap from the products we used to the Speak N spell was too far for them to grasp.

Questions & Answers

what is microbiology
Agebe Reply
What is a cell
Odelana Reply
what is cell
Mohammed
how does Neisseria cause meningitis
Nyibol Reply
what is microbiologist
Muhammad Reply
what is errata
Muhammad
is the branch of biology that deals with the study of microorganisms.
Ntefuni Reply
What is microbiology
Mercy Reply
studies of microbes
Louisiaste
when we takee the specimen which lumbar,spin,
Ziyad Reply
How bacteria create energy to survive?
Muhamad Reply
Bacteria doesn't produce energy they are dependent upon their substrate in case of lack of nutrients they are able to make spores which helps them to sustain in harsh environments
_Adnan
But not all bacteria make spores, l mean Eukaryotic cells have Mitochondria which acts as powerhouse for them, since bacteria don't have it, what is the substitution for it?
Muhamad
they make spores
Louisiaste
what is sporadic nd endemic, epidemic
Aminu Reply
the significance of food webs for disease transmission
Abreham
food webs brings about an infection as an individual depends on number of diseased foods or carriers dully.
Mark
explain assimilatory nitrate reduction
Esinniobiwa Reply
Assimilatory nitrate reduction is a process that occurs in some microorganisms, such as bacteria and archaea, in which nitrate (NO3-) is reduced to nitrite (NO2-), and then further reduced to ammonia (NH3).
Elkana
This process is called assimilatory nitrate reduction because the nitrogen that is produced is incorporated in the cells of microorganisms where it can be used in the synthesis of amino acids and other nitrogen products
Elkana
Examples of thermophilic organisms
Shu Reply
Give Examples of thermophilic organisms
Shu
advantages of normal Flora to the host
Micheal Reply
Prevent foreign microbes to the host
Abubakar
they provide healthier benefits to their hosts
ayesha
They are friends to host only when Host immune system is strong and become enemies when the host immune system is weakened . very bad relationship!
Mark
what is cell
faisal Reply
cell is the smallest unit of life
Fauziya
cell is the smallest unit of life
Akanni
ok
Innocent
cell is the structural and functional unit of life
Hasan
is the fundamental units of Life
Musa
what are emergency diseases
Micheal Reply
There are nothing like emergency disease but there are some common medical emergency which can occur simultaneously like Bleeding,heart attack,Breathing difficulties,severe pain heart stock.Hope you will get my point .Have a nice day ❣️
_Adnan
define infection ,prevention and control
Innocent
I think infection prevention and control is the avoidance of all things we do that gives out break of infections and promotion of health practices that promote life
Lubega
Heyy Lubega hussein where are u from?
_Adnan
en français
Adama
which site have a normal flora
ESTHER Reply
Many sites of the body have it Skin Nasal cavity Oral cavity Gastro intestinal tract
Safaa
skin
Asiina
skin,Oral,Nasal,GIt
Sadik
How can Commensal can Bacteria change into pathogen?
Sadik
How can Commensal Bacteria change into pathogen?
Sadik
all
Tesfaye
by fussion
Asiina
what are the advantages of normal Flora to the host
Micheal
what are the ways of control and prevention of nosocomial infection in the hospital
Micheal
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Source:  OpenStax, The speak n spell. OpenStax CNX. Jan 31, 2014 Download for free at http://cnx.org/content/col11501/1.5
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