Beyond Listening: Learning the Secret Language of Focus Groups
Language: English
Published by Wiley, 2001
- Hardcover
- New

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In English.
Seller Inventory # ria9780471395621_new
- Title
- Beyond Listening: Learning the Secret Language of Focus Groups
- Author
- Goebert, Bonnie; Rosenthal, Herma
- Publisher
- Wiley
- Publication year
- 2001
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0471395625
- ISBN 13
- 9780471395621
- Item weight
- 650 grams
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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
Ria Christie Collections
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AbeBooks seller since March 25, 2015
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