A Fortune 100 company needed to see what appeal a novel product concept held for customers. Before making a major technology investment to build the product they needed to assess the strength of the concept and exactly what benefits customers anticipated receiving from its use. The focus group design anticipated and successfully validated likely market segments. This study crystallized critical feature functionality that was then taken into a quantitative study to finalize the business requirements and size the market opportunity. The product launched successfully. Awareness, Attitudes and Usage (AAU) research conducted a year after the launch confirmed that the benefits and critical feature functionality identified early on were what was driving sales and product satisfaction.