Why is it some consumers purchase certain brands religiously and are hard-pressed to name any of the competition? Why can even the tiniest change to a product be a complete turnoff? Answers to questions like these are critical to developing effective advertising and marketing strategies. You must understand how your core consumers perceive your brand and what will motivate them to continue to buy (or begin to reject) your product in this competitive marketplace.
Carefully listening to what they have to say-and correctly interpreting their behavior-is key in understanding the emotional relationship between consumers and brands. Which is why Beyond Listening: Learning the Secret Language of Focus Groups can be your most valuable tool in this endeavor. This book was written to help you gain the necessary insight to meet changing consumer needs and strengthen loyalty to your products and services.
With thirty years' experience as a focus group moderator, Bonnie Goebert has mastered the art of reaching out to consumers. Her unique approach to focus groups encourages consumers to reveal their secret thought processes so marketers can hear the usually silent dialogue we have with ourselves when choosing the right shampoo, sorting through breath mints, or deciding which painkiller will actually ease a headache. In Beyond Listening, Goebert, along with Herma Rosenthal, shows how being aware of the way consumers articulate these thoughts and how they relate to brands will benefit any size company-even those unable to conduct full-tilt focus groups.
Drawing on numerous case studies of Goebert's impressive client list (The New York Times, Excedrin, the Hard Rock Cafe, Lysol, Tropicana, and DuPont, among others), the book illustrates how to leverage feedback from focus groups to yield positive results for your business. Colorful examples demonstrate how household-name companies use-and sometimes ignore-consumer information. You'll also see how to:
* Determine who should-and shouldn't-be in focus groups
* Master the skill of really listening
* Learn from consumer disappointment
* Uncover the true identity of a brand
* See your product from the consumer's perspective
* Protect brands in a changing marketplace
Avoid potential marketing disasters by successfully interpreting consumer response with Beyond Listening-and turn your knowledge into strong results for your company.