Download E-books Beyond Listening: Learning the Secret Language of Focus Groups PDF

By Bonnie Goebert

A groundbreaking consultant to creating one in every of marketing's most crucial assets extra effective

When young children in a Nabisco concentration crew advised researchers that they consistently separated their Oreos sooner than they ate them, the researchers advised that the corporate advance a cookie that could not be taken aside. thankfully, to that end, Nabisco did not heed the researchers' recommendation. every year, businesses spend one thousand million cash on concentration teams designed to ferret out purchaser motivation, and, in accordance with specialist Bonnie Goebert, in lots of circumstances they're throwing their funds away. during this interesting ebook, Goebert, a hugely revered moderator with 3 many years of expertise with concentration teams, explains what is wrong with how businesses use the data. extra importantly, she attracts on her personal reviews with consumers just like the New York Times, Tropicana, Maxwell condominium, Colgate, Maybelline, Lipton, Federal exhibit, and rankings of alternative prestigious bills to supply uncomplicated straight forward directions on how businesses of virtually any dimension can use concentration teams to catch the hearts and minds of consumers.

Bonnie Goebert (Southampton, big apple) heads her personal concentration team consulting firm.

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