Reference no: EM132359570

To better design products and services, organisations need to build and sustain a close relationship with its customers. In this regard, extreme users can provide interesting insights into the functionality, value and usefulness of products and services. In one example, a toothpaste manufacturer who wanted to improve the quality of their toothpaste held focus groups with two groups - one group of individuals who had no teeth and one set of individuals who were obsessive about oral care (in one case, one individual bought seven types of toothpaste and used them at different times of the day).