Listen to the subtext of customers (Pali Marketing Idea Bank)

Author: Bonnie Goebel Gilleland
Publisher:
Publish Date: 2004-05-01
Features: In this book, Bonnie Goebel emphasizes the importance of listening between the context of consumer responses to reveal those incredible and powerful consumer ideas. If used correctly, focus group interviews can be a secret weapon to uncover the secrets of super brands. The book is supplemented with simple yet powerful tips and techniques, all based on Bonnie's years of experience. For anyone eager to understand how to connect with their consumers, this is a must-read. After three decades of navigating the ups and downs of moderating focus groups, Bonnie Goebel has deeply explored the essence of consumers. Her unique approach to focus group interviews encourages consumers to reveal their hidden thought processes, allowing marketers to hear the silent self-talk consumers typically have when choosing the right shampoo, picking mint candy, or deciding which pain reliever will truly alleviate a headache. In this book, Bonnie Goebel and Helma together teach people 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 focus group sessions.