By Bonnie Goebert
A groundbreaking consultant to creating considered one of marketing's most crucial assets extra effective
When teenagers in a Nabisco concentration staff advised researchers that they consistently separated their Oreos earlier than they ate them, the researchers suggested that the corporate boost a cookie that could not be taken aside. thankfully, for this reason, Nabisco did not heed the researchers' recommendation. every year, businesses spend 1000000000 money on concentration teams designed to ferret out buyer motivation, and, in accordance with specialist Bonnie Goebert, in lots of circumstances they're throwing their funds away. during this attention-grabbing ebook, Goebert, a hugely revered moderator with 3 many years of expertise with concentration teams, explains what is wrong with how businesses use the knowledge. extra importantly, she attracts on her personal stories with consumers just like the New York Times, Tropicana, Maxwell condo, Colgate, Maybelline, Lipton, Federal show, and ratings of alternative prestigious bills to supply uncomplicated simple directions on how businesses of almost any dimension can use concentration teams to seize the hearts and minds of consumers.
Bonnie Goebert (Southampton, big apple) heads her personal concentration team consulting firm.
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Additional info for Beyond Listening: Learning the Secret Language of Focus Groups
It wasn’t unreasonable to think he might want to go beyond the morning shave. One moisturizing toner being considered had appeal for both sexes. As women discussed it, they became excited, got into its potential fragrance and consistency; whether it would be sufficiently non-drying, how best to package it, and how they wanted it to feel on their faces. They used understandable examples of what the product should be like when they smoothed it on their skin. Men were equally thrilled with the idea.
Positive Impressions Often marketers react dismissively to consumers’ comments. qxd 30 10/3/01 12:05 PM Page 30 Beyond Listening before. ” If something outside the lines comes up, sometimes the very same client will say: “We never heard that before. ” Behind consumers’ thoughts lies an implication or an insight. Their conclusions could point to a new fad or they may represent a fluke. Either way, it’s all valid and possibly significant information for the marketers. ” The same could be said for marketers and consumers.
If she believes a product will keep the calendar on hold, price takes a back seat. After all, it’s cheaper than the surgeon’s knife. Each generation has valid needs, they’re simply not interested in those differences when they’re in the same room. Gender Bender Conventional wisdom used to hold that it was a bad idea to mix men and women in the same group because the men would overshadow the women. Times have changed. Today, women have much more to say about areas that 20 years ago were thought of as strictly testosterone territory.
Beyond Listening: Learning the Secret Language of Focus Groups by Bonnie Goebert