 
Beyond Listening: Learning the Secret Language of Focus Groups
ISBN: 978-0-471-20995-9
Adobe E-Book
April 2002
US $37.95
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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.
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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