By Bonnie Goebert
A groundbreaking advisor to creating one among marketing's most vital assets extra effective
When children in a Nabisco concentration team instructed researchers that they continually separated their Oreos prior to they ate them, the researchers prompt that the corporate increase a cookie that could not be taken aside. thankfully, as a result, Nabisco did not heed the researchers' suggestion. every year, businesses spend a thousand million funds on concentration teams designed to ferret out patron motivation, and, based on specialist Bonnie Goebert, in lots of instances they're throwing their cash away. during this interesting e-book, Goebert, a hugely revered moderator with 3 a long time of expertise with concentration teams, explains what is wrong with how businesses use the data. extra importantly, she attracts on her personal stories with consumers just like the New York Times, Tropicana, Maxwell apartment, Colgate, Maybelline, Lipton, Federal convey, and ratings of different prestigious money owed to supply easy simple instructions on how businesses of almost any measurement can use concentration teams to seize the hearts and minds of consumers.
Bonnie Goebert (Southampton, new york) heads her personal concentration crew consulting firm.
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Additional resources for Beyond Listening: Learning the Secret Language of Focus Groups
Consumers often don’t listen any better than marketers. Beware of brand bashers. They’ll bring everyone else down to their level. Avoid polar opposites in focus groups. Strive for homogenization in the broad bell curve. Use behavioral similarities to develop hunches about attitudinal differences. Listen to differentiated attitudinal segments to refine your hunches. Understand the reference points of any group you listen to. qxd 10/3/01 12:05 PM Page 24 3 LISTENING BEHIND THE MIRROR Who Should Be Listening A dvertisers and marketers spend more than a billion dollars a year to delve into the motivations and habits of consumers.
When Sterno, that little can of stuff you light under chafing dishes to keep food warm, was looking to expand into new products, we decided to talk to women who entertained at least twice a month for people other than family. We were conducting the groups in an upmarket area of Connecticut and wanted to make sure that our panelists would represent a broad income spectrum. They did, but to our unthinking dismay, we got oil and water. On one side were five women who entertained with china, crystal, and linen, and on the other, five who would just as soon use paper and plastic.
As of this writing, children were lining up for the next Harry Potter book. By the time you read this book, Harry Potter may be out, out, out, and ridiculous. In understanding any type of consumer behavior, it’s important to be familiar with the spheres of influence; if I don’t know kids’ reference points, I can’t effectively analyze what they’re saying and do a good job of advising my clients. The older the kid, the longer the sphere of influence is apt to exist. I’m confident that I know what’s happening in the college market.