A group leader initiated and facilitated discussion in each focus group (i.e., research) and meetings lasted for an hour and a half on average. The meeting place was selected in a living room at home,a meeting room at an office, or a balcony at a coffee shop to reduce noise. Each participant had a name card on the table and a reserved seat. Two graduate students with a brand and marketing background were also assigned as assistants. At the beginning of the discussion, the leader briefly introduced the concept of this research and encouraged participants to freely share their experiences. A designed questionnaire with open questions was used to facilitate the discussion and interaction.