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Nike Focus Group Video

Watch the focus group used by Nike product managers to understand young elite soccer players' needs for shin guards.

Watch with these questions in mind
  • 1Why did the product manager at Nike decide to use a focus group, instead of individual interviews?
  • 2Why is it important to include only elite soccer players, and not any and every soccer player in the focus group?
  • 3Why would it be important for the focus group moderator to be knowledgeable about the product discussed?