Beyond Listening: Learning the Secret Language of Focus Groups

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John Wiley & Sons, Apr 22, 2002 - Business & Economics - 240 pages
A groundbreaking guide to making one of marketing's most important resources more effective
When kids in a Nabisco focus group told researchers that they always separated their Oreos before they ate them, the researchers recommended that the company develop a cookie that couldn't be taken apart. Fortunately, in this case, Nabisco didn't heed the researchers' advice. Each year, companies spend a billion dollars on focus groups designed to ferret out consumer motivation, and, according to expert Bonnie Goebert, in many cases they're throwing their money away. In this fascinating book, Goebert, a highly respected moderator with three decades of experience with focus groups, explains what's wrong with how companies use the information. More importantly, she draws on her own experiences with clients like the New York Times, Tropicana, Maxwell House, Colgate, Maybelline, Lipton, Federal Express, and scores of other prestigious accounts to provide simple clear-cut guidelines on how companies of just about any size can use focus groups to capture the hearts and minds of consumers.
Bonnie Goebert (Southampton, NY) heads her own focus group consulting firm.
 

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Contents

1 Listening 101 The Value of Focus Groups
1
2 Choosing the Voices Who ShouldAnd ShouldntBe in Focus Groups
9
3 Listening behind the Mirror Who Should Be Listening
24
4 Listening over the Fence The Moderators Role
32
5 Total Hearing The Art of Really Listening to Focus Groups
44
6 Consumers Rule Seeing the Consumers Perspective on Products
73
7 Consumer Laments Learning from Consumer Disappointment
89
8 Brand Standing Uncovering the True Identity of a Brand
103
9 Lasting Bonds The Emotional Attachment between Consumers and Brands
122
10 A Brand for All Times The Essence of Loyalty
133
11 Brand Stewardship The Strategies of Winning Brands
148
12 Outside Pressures Protecting Brands in a Changing Marketplace
174
13 Have You Heard Trends for the New Millennium
197
14 Focusing In A Few Final Thoughts about Focus Groups
211
Index
219
Copyright

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Page vi - We talk to ourselves all the time. Most of these inner thoughts never surface. They reflect the same kind of internal dialogue we have when we stand at a supermarket shelf to select paper towels or stop to take a closer look at a magazine ad for a new cell-phone service or decide whether to use a credit card to pay for gas. Our running commentary is often so subliminal that we forget it's going on.
Page xvi - Millions say the apple fell but Newton was the one to ask why. Bernard Baruch...

About the author (2002)

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.

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