Beyond Listening: Learning the Secret Language of Focus Groups

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.