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People write down their first impressions. is there anything else when you are having a focus group? >> i think there is always -- as much information you can get out of any meeting you want. you don't want to overload people. what are the core values of the product? what do you need to find out? she did a great job about the packaging and emotional response to the product. every product and service is different, but you want to get to the meat and potatoes. >> this is what you need to know at the end. there is a small fear when you take your group of friends and your friends friends. are you ...

Will the market accept it if we add it. not just the services you already have. >> and more interesting than if i create this, would you buy it. >> i think we have to be careful to remember this is just one piece of starting a business. the fact is the math has to work. everybody would say i would buy that. would you buy it for $39.95 and can you make money for $39.95? how much will the web site take you? you cannot have your nephew do it after school. that will not work. to put the product together. doesn't mean you can make money on it. >> all right. this was great advice. i love that piece....

Stupid. everybody wants to say this is a great idea. you need honest feedback. not just pats on the back. >> you have to cut through that. >> you have to be careful not getting stuck in the personal analysis. there is something to be said of the steve jobs philosophy. not every budget has that to minute ovwin over the market. you may not want to dilute that product by winning over your mother. >> the other thing that is interesting is did you like this product and would you recommend it to your friend. that speaks to asking the right questions. >> absolutely. i always ask about new potential p...

Feedback. >> she has a few simple rules when doing a focus group. the first and most important is making sure people are truthful. >> i would often say i'm considering starting this business. i'm going to devote the next five or ten years of my life to it. i really want to know what you honestly think. i found that was enough to break that need to be nice. >> her second rule, have people write things down before the focus group discussion. >> one, you get a written record of it. you can always go back and read what sthey said. >> she was convinced this was a viable idea and she used the feedba...

>> but the testing didn't end there. they had the product mix down, but they needed to know how the customers would react to the new website. so they designed a basic version and road tested it with the usability study. >> and it is a great idea and i want to give it to my friend who is pregnant. >> usability is done one on one and you are basically trying to have someone talk out loud while they use your site and see what they are taking away from it and how they are reacting to it. >> the usability testing showed them the original website concept was too wordy and polished. parents were look...