The case is of a company named Jackson Mobiles which was trying to launch a new colour version of the devices which the company usually sells. The device was a handheld computing device. The requirement from the research was to know about the willingness of the customers whether they would pay extra money for any preferred colour of their own choice. Also, it wanted to check whether the customer wanted the transparent back covers which will show their devices’ back cover partially (Borges, 1998). These resulted in the formation of focus groups which included around 45 qualified respondents who were gathered to get their opinions. After the members of the focus group tested the devices with different colour options and provided their valuable opinions on the matter, it was clear to the Jackson Mobiles as to whether they should charge a premium for any preferred colour or not. They also got to visualize the opinion which the general public would have if they launch this model in different colours at different price-point.