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Kundenreaktionen sind von größter Bedeutung für alle Marketingprozesse - angefangen bei der Werbung bis hin zur Verpackung. Deshalb führen Marketingexperten in Amerika jährlich für etwa 1 Milliarde US Dollar über 150.000 Focus Groups durch, um Emotionen, Motive und Einstellungen von Kunden und potentiellen Kunden zu einem bestehenden oder geplanten Produktkonzept zu explorieren. "Beyond Listening" befasst sich mit der besonderen Bedeutung von Focus Groups. Dabei handelt es sich um moderierte Gruppendiskussionen, die mit ausgewählten Kunden und Endverbrauchern geführt werden. Marketing- und Werbeprofis lernen hier, wie man Focus Groups einsetzt, um detaillierte Einblicke in das Kundenverhalten zu gewinnen, konkrete Kundenreaktionen aufzudecken, Meinungen und Anregungen zu sammeln, um so eine bessere Grundlage für künftige Entwicklungsentscheidungen zu gewinnen. Mit einer Fülle von Fallstudien zu verschiedenen Produkten, wie z.B. Altoids, Tropicana, Velcro, Maxwell House und Federal Express - um nur einige zu nennen. Die Autoren sind anerkannte Experten auf diesem Gebiet. Bonnie Goebert, Inhaberin der Bonnie Goebert Company, ist eine führende Kapazität auf dem Gebiet der Focus Group Forschung. Sie kann auf 30 Jahre Erfahrung mit Fortune 1000 Unternehmen zurückgreifen, die sie in den Bereichen Markenidentität, Produktentwicklung, Erweiterung von Produktkategorien und Werbestrategien in nahezu allen Produktkategorien beraten hat. Co-Autorin Herma Rosenthal ist Chefin des Consultingunternehmens Writing Resource. Zu ihrem Kundenstamm gehören u.a. The New York Times, Discovery Communications und Children's Television Workshop.
From both an international perspective and through combining theory, practice and reflection, this book examines critically how listening to young children in early childhood services is understood and practiced.
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 cases they're throwing their money away. In this fascinating book, Goebert, a highly respected moderator with three decades of experience with focus groups, explains what's wrong with how companies use the information. More importantly, she draws on her own experiences with clients like the New York Times, Tropicana, Maxwell House, Colgate, Maybelline, Lipton, Federal Express, and scores of other prestigious accounts to provide simple clear-cut guidelines on how companies of just about any size can use focus groups to capture the hearts and minds of consumers. Bonnie Goebert (Southampton, NY) heads her own focus group consulting firm.
More young children than ever before are spending their time in some form of early childhood service. But how do we know what they think about it? While there has been a move to take children's views into account more generally, very little attention has been given to listening to young children below the age of six or seven.This book is the first of its kind to focus on listening to young children, both from an international perspective and through combining theory, practice and reflection. With contributions and examples from researchers and practitioners in six countries it examines critically how listening to young children in early childhood services is understood and practised.Each chapter is rooted in the everyday lives of young children and presents a range of actual experiences for students and practitioners to draw from. Beyond listening goes further to address key questions emerging from early childhood services and research. These are What do we mean by listening? Why listen? How do we listen to young children? What view of the child do different approaches to listening presume? What risks does listening entail for young children?The authors are leading experts in this area of rapidly growing interest and have themselves developed innovative methods such as the Mosaic approach, which is discussed in the book.
Over 55% of your day is spent listening; yet only 2% of us have been trained in how to listen. What is poor listening costing you? Do you rush from meeting to meeting, your head buried in the last conversation you had, without time to think of the next? Or feel frustrated with unproductive discussions where the loudest in the room adds limited insight and drowns out everyone else? We usually think of these situations as communication problems; that we have not spoken our needs correctly or clearly. Yet, conflict, chaos and confusion are the costs of not listening. Many communication and listening books say the most important person in a conversation is the speaker - not true! This pocket-sized guide will help you to reconnect with your innate gift of deep listening, to create the right space to listen to yourself before you listen to others. You'll learn to listen beyond the words that are spoken, to add context and meaning and listen in to what's not being said. Deep Listening will help you move from confusion and conflict to thoughtful, insightful and powerful discussions that will transform not just your work, but your whole life.
Rose Subotnik criticized 'structural listening' as an attempt to situate musical meaning solely within the unfolding of the musical structure itself. The authors of this volume take up her challenge, writing on repertoires ranging from Beethoven to MTV.
Just Beyond Listening asks how we might think about encounters with sound that complicate standard accounts of aurality. In a series of essays, Michael C. Heller considers how sound functions in dialogue with a range of sensory and affective modalities, including physical co-presence, textual interference, and spectral haunting. The text investigates sound that is experienced in other parts of the body, altered by cross-wirings of the senses, weaponized by the military, or mediated and changed by cultural practices and memory. Building on recent scholarship in sound studies and affect theory, Heller questions not only how sound propagates acoustically but how sonic presences temper our total experience of the world around us.
Only when pastors hear beyond the words, can they care-fully minister. Pastors listen all the time. Or do they? Listening is more than a developed skill; it is an awesome gift of hospitality offered to others. According to Dr. Emma Justes, hearing beyond the words signifies an intimate relationship characterized by humility, thoughtful availability, vulnerability, and mutuality. Listening requires focused attention and openness. To help the reader learn this essential skill, the author includes exercises at the end of each chapter to build needed competency for this healing ministry.
The Mosaic approach views children as ‘experts in their own lives’, and offers a creative framework for listening to young children’s perspectives. At a time of shifting policy in early years, this second edition offers a timely reminder that listening to young children is still important for reviewing service provision.The Mosaic approach has been applied by practitioners throughout the world. This new edition reflects on the authors’ original ground-breaking work, with new introductions, updates and examples of how the Mosaic approach has been adapted, and offers case studies that will encourage practitioners to use the framework in their own setting.will be of interest to policy makers, practitioners in nurseries, children’s centres, pre-schools and schools and residential settings. It will also be welcomed by early childhood students and other researchers who are engaged in searching for new theoretical, practical and imaginative ways of listening to young children.