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Beyond Listening: Learning the Secret Language of Focus Groups

ISBN: 978-0-471-39562-1
Hardcover
240 pages
December 2001
List Price: US $53.00
Government Price: US $27.03
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This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.

Listening 101: The Value of Focus Groups.

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.

Index.
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