“…It is widely used in market research, branding, and new product development contexts (Greenbaum, 2000) and has a long history in the social sciences (Wilkinson, 2010). Within information disciplines, it is frequently used for studying user behavior, expectations, and preferences related to information technology (Hoseth and McClure, 2012; Seeholzer and Salem, 2011), as well as for new product development (Paterson and Low, 2011). For example, one of the frequently cited recent studies of technology adoption used focus groups to investigate students’ use of cellphones at the University of Edinburgh (Paterson and Low, 2011).…”