Beyond Listening
Learning the Secret Language of Focus Groups
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Beschreibung
A groundbreaking guide to making one of marketing's mostimportant resources more effective
When kids in a Nabisco focus group told researchers that theyalways separated their Oreos before they ate them, the researchersrecommended that the company develop a cookie that couldn't betaken apart. Fortunately, in this case, Nabisco didn't heed theresearchers' advice. Each year, companies spend a billion dollarson focus groups designed to ferret out consumer motivation, and,according to expert Bonnie Goebert, in many cases they're throwingtheir money away. In this fascinating book, Goebert, a highlyrespected moderator with three decades of experience with focusgroups, explains what's wrong with how companies use theinformation. More importantly, she draws on her own experienceswith clients like the New York Times, Tropicana, MaxwellHouse, Colgate, Maybelline, Lipton, Federal Express, and scores ofother prestigious accounts to provide simple clear-cut guidelineson how companies of just about any size can use focus groups tocapture the hearts and minds of consumers.
Bonnie Goebert (Southampton, NY) heads her own focusgroup consulting firm.
Autor*in
Bonnie Goebert
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??there are some useful observations about the limitations of focusgroups?? (Marketing, 31 July 2003)
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