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y, we focused on Generation X and Generation Y consumers. Consumers in these generational segments represent tech savvy, more educated and resourceful and hence profitable target markets for technology products. Thus they are an immediate market for the expanding technology products. Overall, this study explores a relevant and timely situational context for consumer behavior, by proposing an exploratory framework that studies the topic among current and potential adopter categories, particularly Generation X and Generation Y consumers. METHODOLOGY Exploratory research, based on face-to-face focus groups were used to study relevant dimensions of consumer attitudes toward QR code scanner applications among profitable and tech savvy Generation X and Generation Y consumer groups. The use of a qualitative research approach is suitable for our research question because the phenomenon under investigation is very recent. Hence, existing research is not immediately applicable to our research question. Exploratory research would provide insights into untried research questions before successive quantitative techniques can be utilized (Burns and Bush 2010). We conducted three focus group sessions. We used an identical base list of exploratory, open-ended questions. We developed the questions in the study in order to quantitatively explore the cognitive and behavioral components of consumer attitudes, as well as consumer perceptions of group influences. We also asked respondents for their suggestions for product improvement. In addition, we developed two introductory questions. Since, one of the objectives of focus group research is exploring consumer attitudes (Burns and Bush 2010), our research technique would provide the needed insights. In terms of the cognitive attitudes, we focused on general cognitive attitudes (CAG1, CAG2), cognitive attitudes about usefulness (CA1, CA5, CA6, CA7, CA15), security (CA2), ease of use (CA3), and impact of products’ availability for scan on worthiness for scanning (CA4). In terms of behavioral component of attitudes, we looked at frequency of usage (BA1), general usage (BA2, BA3, BA5), affect of ability to scan on product purchase (BA4), future usage intentions (BA6), behavioral alternatives (BA7). We started the sessions by asking two introductory questions (I1, I2) and finished by asking for their suggestions for improvement (SFI1, SFI2, SFI3). In addition, during each session, we explored consumer perceptions of QR code application users (G1, G2). The base set was used in Session A (Table 1). In Session B, some questions are added as probing questions (I2p, CA5p, CA2p) and some questions are taken out of the list (G4, BA2) in order to keep the session duration under check (approximately 45 minutes). However, the base set was substantially covered. The order of questions was manipulated in order to enhance the flow of communication (Table 2 - ordered list). On Session C, again the same set was used with several added probing questions (CAG2p, BA4p, BA6p, SFI3p) and several omitted question