p { margin-bottom: 0.1in; line-height: 120%; }a:link { } Daxue's team performed a preliminary research about the market of our client, its competitors, key consumer target and potential distribution structure in China. This short phase of desk research enables us to optimize every step of the focus group research.

Vivo Import&Export organized a total of four focus group discussions: two in the first-tier city Shanghai and two in the second-tier city Hangzhou.

We targeted a sample of Chinese consumers according to criteria defined in collaboration with our client: focus groups participants should be customers of our client's brand and likely to use mobile application. We also aimed to create a sample that represents the different consumer groups of our client.

The preparation included comprehensive discussion guidelines and a trained moderator.

The focus groups, held in a room provided and prepared by Daxue's team, lasted two hours in average and proceeded in two steps. The purpose of these focus group discussions was to assess market acceptance of the features our client could implement in its mobile application.

The first step aimed to identify Chinese consumers' consumption behavior and pain points. Participants were asked to talk about their needs, how they prepare before buying, their shopping experience in our client's shops in China, what happens after the act of purchase, what annoys them, and what could be improved according to them.

During the second step, participants ranked the various functionalities of the list provided by our client. Our team also asked them to comment each of the features and to choose the most important one in their opinion.

After the focus group discussions, our team transcribed the verbatim and coded them to complete our analysis. We produced a mapping of Chinese consumers' preferences about App features, combining their needs with the level of attractiveness of each functionality.

We identified the App features that have the best match between consumers' needs and interests and provided our client a final report with our findings and our conclusions. Our customized recommendations included which functionalities should be implemented as a priority to meet Chinese consumers' expectations.