By Bonnie Goebert
A groundbreaking advisor to creating one in every of marketing's most crucial assets extra effective
When youngsters in a Nabisco concentration staff advised researchers that they continually separated their Oreos ahead of they ate them, the researchers prompt that the corporate strengthen a cookie that could not be taken aside. thankfully, as a result, Nabisco did not heed the researchers' suggestion. every year, businesses spend one thousand million funds on concentration teams designed to ferret out client motivation, and, in response to specialist Bonnie Goebert, in lots of circumstances they're throwing their cash away. during this attention-grabbing ebook, Goebert, a hugely revered moderator with 3 a long time of expertise with concentration teams, explains what is wrong with how businesses use the knowledge. extra importantly, she attracts on her personal reports with consumers just like the New York Times, Tropicana, Maxwell apartment, Colgate, Maybelline, Lipton, Federal convey, and rankings of different prestigious debts to supply uncomplicated uncomplicated directions on how businesses of virtually any dimension can use concentration teams to seize the hearts and minds of consumers.
Bonnie Goebert (Southampton, long island) heads her personal concentration team consulting firm.
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Additional resources for Beyond Listening: Learning the Secret Language of Focus Groups
People who love spicy food will bond over the thermonuclear power of their favorite burn-inducing condiment. qxd 10/3/01 12:01 PM Page 21 Choosing the Voices 21 Change the subject to skin care and you’re into a whole different dynamic. The 20-year-old woman combs the shelves for a moisturizer that’s inexpensive, because she’s doesn’t have a lot of money to spend on it, and that isn’t too creamy, because she’s still worried about zits. She looks for a product with an astringent quality. The middle-aged woman looks in the mirror hoping she won’t find a new wrinkle.
She looks for a product with an astringent quality. The middle-aged woman looks in the mirror hoping she won’t find a new wrinkle. Any alcohol-based unguent is the enemy of her dry skin. Hydration is her savior. 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.
Each brand has its own promotional gimcracks to entice and snare potential buyers, from disposable pens to yellow highlighters, from book bags to CDs, from T-shirts to travel offers. Citibank came along and was more interested in analyzing the college market than in finding out what kind of freebie to offer. This powerful financial institution realized that if they took the time to listen to these students, they might be able to develop a relevant brand value proposition that would win their credit card loyalty.