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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...
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Previews available in: English
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1
Beyond Listening: Learning the Secret Language of Focus Groups
2008, Wiley & Sons, Incorporated, John
in English
0470313749 9780470313749
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2
Beyond Listening
2002, John Wiley & Sons, Ltd.
Electronic resource
in English
0471209953 9780471209959
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3
Beyond listening: learning the secret language of focus groups
2002, J. Wiley
in English
0471395625 9780471395621
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5
Beyond Listening: Learning the Secret Language of Focus Groups
November 21, 2001, Wiley
in English
0471395625 9780471395621
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Book Details
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Includes index.
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- Created December 3, 2020
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November 14, 2023 | Edited by MARC Bot | import existing book |
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December 3, 2020 | Edited by MARC Bot | import existing book |