Overview
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.
While major retailers like Amazon may carry Beyond Listening (Learning the Secret Language of Focus Groups), we specialize in bulk book sales and offer personalized service from our friendly, book-smart team based in Portland, Oregon. We’re proud to offer a Price Match Guarantee and a streamlined ordering experience from people who truly care.
We’re trusted by over 75,000 customers, many of whom return time and again. Want proof? Just check out our 25,000+ customer reviews—real feedback from people who love how we do business.
Prefer to talk to a real person? Our Book Specialists are here Monday–Friday, 8 a.m. to 5 p.m. PST and ready to help with your bulk order of Beyond Listening (Learning the Secret Language of Focus Groups).