Customer-Driven Research: The Enhanced Focus Group to Establish Value and Service Quality

This paper discusses a customer-driven research approach which overcomes many of the problems of existing market research techniques and integrates qualitative and quantitative techniques to provide insights into what creates value for customers. The approach described provides a variation on the Gap model and is illustrated in the context of business-to-business marketing. A by-product of the approach is that it acts as a very powerful impetus for service quality improvement.