Public Relations Society of America - Chris Stiehl/Henry DeVries Presentation
When
Nov 10, 2009 9:00 am - 12:00 pm (Tuesday)
What
Focus groups rank as the number one waste of stakeholder research dollars, according to the authors of a provocative new book on how to reduce public relations research waste and imp...
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Event details: Public Relations Society of America - Chris Stiehl/Henry ...
Description
Focus groups rank as the number one waste of stakeholder research dollars, according to the authors of a provocative new book on how to reduce public relations research waste and improve outreach productivity.
While research firms advocate focus group interviews to uncover voice of stakeholder pains, one-on-one interviews do a better job at a fraction of the cost, report Chris Stiehl and Henry DeVries, co-authors of Pain Killer Marketing: How to Turn Customer Pain into Marketing Gain, who will present on Voice of the Stakeholder Tuesday, November 10 at the PRSA International Conference.
Public relations research contrarians Stiehl and DeVries demonstrate that 12 to 15 one-on-one interviews will generate as many customer pain points as 7 focus groups with 10 to 12 participants each. According to the authors, companies that spend $50,000 on focus groups could obtain the same customer pains for under $5,000.
Come and hear how to do this!
While research firms advocate focus group interviews to uncover voice of stakeholder pains, one-on-one interviews do a better job at a fraction of the cost, report Chris Stiehl and Henry DeVries, co-authors of Pain Killer Marketing: How to Turn Customer Pain into Marketing Gain, who will present on Voice of the Stakeholder Tuesday, November 10 at the PRSA International Conference.
Public relations research contrarians Stiehl and DeVries demonstrate that 12 to 15 one-on-one interviews will generate as many customer pain points as 7 focus groups with 10 to 12 participants each. According to the authors, companies that spend $50,000 on focus groups could obtain the same customer pains for under $5,000.
Come and hear how to do this!
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