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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 2Emotional-Trigger Research

Winning Using the Indirect Approach

Emotional-Trigger Research

Listen and be led.

—L.M. Heroux

Emotional-trigger research is a powerful tool for separating what is accurate from what is real. Through insightful listening and informed probing, emotional-trigger research makes it possible to go beyond what customers say to hear what they really mean. In the process, genuine insights emerge, and those insights become the basis for converting emotional considerations into strategic solutions.

The Technique

The emotional-trigger research technique utilizes what we call the indirect approach: provocative open-ended questions framed around a particular research objective. Rather than using a prepared discussion ...

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