Listen to the subtext of customers: Focus Group Workshop Operation Guide: Focus Group Workshop Operation Guide

Author: Bonnie Goebel
Publisher:
Publish Date: 2004-05-01
Features: After three decades of navigating the ups and downs of moderating focus groups, Bonnie Goebel has deeply explored the essence of consumer thinking. Her unique approach in focus group interviews encourages consumers to reveal their hidden thought processes, enabling marketers to hear the silent self-talk consumers typically have when choosing the right shampoo, picking mint candies, or deciding which pain reliever will truly alleviate a headache. In this book, Bonnie Goebel and Hermann share insights on how to clarify these consumer thoughts and understand how they connect with brands, which will greatly benefit companies of all sizes—even those that may not yet have the capability to conduct full-scale focus groups.