Beyond Listening: Learning the Secret Language of Focus Groups

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Summary: Sell More Product, Read This Book
Review: I loved this book and I wish all those high flying ad agency people would read it. What are the thoughts that float through a homemaker's mind as he pushes his cart through the supermarket? You know what yours are, but do you know what his are? Bonnie Goebert says listen, ask the right questions. Don't try to con, talk down to or objectify the consumer because the consumer is us. This is the perfect book for account executives, art directors, copywriters, market researchers and anyone who's ever wondered how people make the decisions they do when they go to buy a product, any product. It's full of interesting anecdotes about human behavior, insightful observations and common sense conclusions that could help any company looking to jump start their business. It's lively, well written, and as the culmination of thirty years of focus group moderating, impecably researched. If more ad agencies and CEO's read this book, they'd find out who we really are...and what we really want. Wouldn't that be nice?

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Summary: Really insightful
Review: I usually don't write reviews, but this book compelled me. I have read a lot of books, but I really learned something from this one. My advertising approach will be different from now on.

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Summary: People Insights for Marketing Mavens
Review: Warm, well written, insider's book based on thirty years of focus group research. Written with a voice that listens. Bonnie Goebert obviously likes people and likes listening. Her insights into customer motivation would help anyone who wants to sell anything to anybody, especially corporate types who sometimes forget that the consumer is us.