Beyond Listening: Learning the Secret Language of Focus Groups

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A groundbreaking guide to making one of marketing's most important resources more effective When kids in a Nabisco focus group told researchers that they always separated their Oreos before they ate them, the researchers recommended that the company develop a cookie that couldn't be taken apart. Fortunately, in this case, Nabisco didn't heed the researchers' advice. Each year, companies spend a billion dollars on focus groups designed to ferret out consumer motivation, and, according to expert Bonnie Goebert, in many ...

Beyond Listening: Learning the Secret Language of Focus Groups 2001, Wiley, New York, NY

ISBN-13: 9780471395621

Hardcover

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