Beyond Listening: Learning the Secret Language of Focus Groups

In the dangerous jungle of consumer research, Bonnie Goebert is the ultimate guide. A few hours and the price of this book will quadruple your consumer research investment." ––Melinda Davis Wingate, President, The Next Group
"A lot of marketing books start with interesting points, then dissolve into a theoretical realm, but Bonnie Goebert′s work is consistently rooted in real world experience. Her case study examples make this book very worthwhile for any professional who wants to get inside the head of the consumer." ––Justin Harrington, Senior Partner, Account Services Bozell
In Beyond Listening, focus group expert Bonnie Goebert explains how to interpret consumer response and turn that information into hard–core benefits for any size company. She presents case studies of her household–name clients, such as Excedrin, Tropicana, and DuPont, to illustrate how companies leverage consumer information to meet changing consumer needs and strengthen loyalty to products. Any merchant, marketer, or retailer will find Beyond Listening invaluable in the ongoing struggle to gain insight into consumer behavior.

Spis treści:
Listening 101: The Value of Focus Groups.
Choosing the Voices: Who Should––And Shouldn′t––Be in Focus Groups.
Listening behind the Mirror: Who Should Be Listening.
Listening over the Fence: The Moderator′s Role.
Total Hearing: The Art of Really Listening to Focus Groups.
Consumer′s Rule: Seeing the Consumer′s Perspective on Products.
Consumer Laments: Learning from Consumer Disappointment.
Brand Standing: Uncovering the True Identity of a Brand.
Lasting Bonds: The Emotional Attachment between Consumers and Brands.
A Brand for All Times: The Essence of Loyalty.
Brand Stewardship: The Strategies of Winning Brands.
Outside Pressure: Protecting Brands in a Changing Marketplace.
Have You Heard: Trends for the New Millennium.
Focusing In: A Few Final Thoughts about Focus Groups.
Index.

Nota biograficzna:
BONNIE GOEBERT is a leading expert in focus group research, with thirty years of experience working on brand identity, product development, category expansion, and promotion and advertising strategy with Fortune 1000 companies in virtually every product category. She heads The Bonnie Goebert Company, a qualitative research consulting firm.
HERMA M. ROSENTHAL runs Writing Resource, an editorial consulting firm. Her clients have included The New York Times, Discovery Communications, and Children′s Television Workshop. Rosenthal has written for Newsday, TV Guide, and Entertainment Weekly, among other publications.

Okładka tylna:
"In the dangerous jungle of consumer research, Bonnie Goebert is the ultimate guide. A few hours and the price of this book will quadruple your consumer research investment." ––Melinda Davis Wingate, President, The Next Group
"A lot of marketing books start with interesting points, then dissolve into a theoretical realm, but Bonnie Goebert′s work is consistently rooted in real world experience. Her case study examples make this book very worthwhile for any professional who wants to get inside the head of the consumer." ––Justin Harrington, Senior Partner, Account Services Bozell
In Beyond Listening, focus group expert Bonnie Goebert explains how to interpret consumer response and turn that information into hard–core benefits for any size company. She presents case studies of her household–name clients, such as Excedrin, Tropicana, and DuPont, to illustrate how companies leverage consumer information to meet changing consumer needs and strengthen loyalty to products. Any merchant, marketer, or retailer will find Beyond Listening invaluable in the ongoing struggle to gain insight into consumer behavior.