Beyond Listening: Learning the Secret Language of Focus Groups

ISBN-13: 9780471395621 / Angielski / Twarda / 2001 / 240 str.

Bonnie Goebert; Herma Rosenthal

Opis

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.

Recenzje

??there are some useful observations about the limitations of focus groups?? (Marketing, 31 July 2003)

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.

O autorze

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.

Blurb

"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.