"A lot of marketing books start with interesting points, then dissolve into a theoretical realm, but Bonnie Goebert′s work is consistently rooted in real world experience. Her case study examples make this book very worthwhile for any professional who wants to get inside the head of the consumer." ––Justin Harrington, Senior Partner, Account Services Bozell
In Beyond Listening, focus group expert Bonnie Goebert explains how to interpret consumer response and turn that information into hard–core benefits for any size company. She presents case studies of her household–name clients, such as Excedrin, Tropicana, and DuPont, to illustrate how companies leverage consumer information to meet changing consumer needs and strengthen loyalty to products. Any merchant, marketer, or retailer will find Beyond Listening invaluable in the ongoing struggle to gain insight into consumer behavior.
Choosing the Voices: Who Should––And Shouldn′t––Be in Focus Groups.
Listening behind the Mirror: Who Should Be Listening.
Listening over the Fence: The Moderator′s Role.
Total Hearing: The Art of Really Listening to Focus Groups.
Consumer′s Rule: Seeing the Consumer′s Perspective on Products.
Consumer Laments: Learning from Consumer Disappointment.
Brand Standing: Uncovering the True Identity of a Brand.
Lasting Bonds: The Emotional Attachment between Consumers and Brands.
A Brand for All Times: The Essence of Loyalty.
Brand Stewardship: The Strategies of Winning Brands.
Outside Pressure: Protecting Brands in a Changing Marketplace.
Have You Heard: Trends for the New Millennium.
Focusing In: A Few Final Thoughts about Focus Groups.