Enhancing Product Development Through Consumer Focus Groups


BSM Media worked with HP to gain consumer insight about their product, the HP Sprocket, in order to enhance product development and position the product as a must-have gift for the 2016 holiday season. We conducted focus groups with HP engineers, Gen Z consumers, and Moms in order to foster and leverage a community for HP. Through insights learned from these focus groups, we were able to generate feedback and insights and facilitate dialogue with customers in order to provide content that customers value and leverage a community to promote the brand’s products. This project led to a decrease in HP’s product development cycle by 63 days. We then utilized our network of Mom and teen influencers to help launch and create buzz for the product on social media. Upon completion of this 9-month project, we were happy to see the HP Sprocket sell out online and in stores during the 2016 holiday season.


  • Projects led to more than 19 million impressions
  • Holiday Gift Guide blog posts resulted in over 1,100 clicks to buy at retailers
  • 50 online reviews were generated by Millennials on retailer websites