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Here's what advance readers are saying:

"A practical guide for the practitioner, a primer for the less experienced, and a useful reference for focus group veterans to remind us all how to fully lever the focus group tool. ... a light to illuminate the dark back room and ensure the insights can shine through the shadows of the focus group process."
Graham P. Milner, Executive Vice President, Global Innovation, WD-40 Company

"... a valuable gem. It brings high level theory in anthropology and psychology down to basics, trans- lated into practical advice that a range of researchers can follow. The author writes from his extensive experience in marketing and advertising, with the anthropologist peeking through."
Timothy de Waal Malefyt, Vice President, Director of Cultural Discoveries, BBDO Worldwide

"...clearly and concisely lays out what should and shouldn't be done... demystifies the focus group and sets it in perspective. Highly readable and very informative. A must read for those who conduct focus groups, but more important for those who commission them and use the results."
C. Samuel Craig, Catherine and Peter Kellner Professor, Director, Entertainment Media and Technology Program, and Deputy Chair, Marketing Department, Stern School of Business, New York University