DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things researchers did was to invite a group of eight people with insurance in to talk about home and auto insurance with a moderator. One of the purposes of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect. While additional research still needs to be done, the marketing researchers were able to use a focus group to gather __________ data.

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