A market research technique involving moderated discussions with small groups of individuals residing in a specific metropolitan area, gathers qualitative data on attitudes, perceptions, and opinions regarding products, services, or concepts. For example, a company developing a new food product might conduct sessions with local residents to gauge their reactions to different flavor profiles.
This methodology offers valuable insights that quantitative methods may miss, enabling businesses to refine their strategies, messaging, and offerings to better resonate with the target audience. Historically, it has been a crucial tool for understanding consumer behavior in particular geographic markets, assisting organizations in making informed decisions about product development, advertising, and market entry.
The following sections will delve into the practical applications, key considerations, and logistical aspects of conducting market research sessions, along with exploring strategies for effective participant recruitment and moderation techniques to maximize the quality of the collected data.
1. Local Demographics
The demographic makeup of a metropolitan area profoundly influences the insights gleaned from moderated discussions. It’s the bedrock upon which effective market research is built, and ignoring its nuances can render findings irrelevant or even misleading. The diversity and distribution of the population must be considered in order to conduct effective market research in a city.
-
Age Distribution and Generational Cohorts
Kansas City, like any urban center, comprises a spectrum of age groups, each with distinct values, purchasing habits, and communication styles. A session focused on technology adoption will yield drastically different results if it primarily includes Baby Boomers versus Gen Z participants. Understanding the generational breakdown ensures relevant and actionable data.
-
Socioeconomic Factors and Income Levels
The economic landscape of a community dictates affordability, accessibility, and overall consumer behavior. Running focus sessions to test the launch of a luxury product without considering income levels may create skewed findings. Sessions must reflect the economic diversity to ensure findings are grounded in reality.
-
Ethnic and Cultural Diversity
Cultural backgrounds shape consumer preferences, attitudes towards brands, and response to marketing messages. Failing to acknowledge the diverse ethnic tapestry risks offending segments of the population. Culturally sensitive moderation and carefully curated participant groups are essential for respecting and accurately capturing opinions across the spectrum.
-
Geographic Concentration and Neighborhood Characteristics
Even within a relatively compact metropolitan area, distinct neighborhoods possess unique identities and priorities. A session focused on urban planning initiatives in the Brookside neighborhood will likely yield different results compared to a session in the Northland. Recognizing geographic pockets of influence is key to obtaining localized insights.
Local demographics stand as a primary filter through which all information obtained during market research is interpreted. The effectiveness relies on understanding the demographics of the city, with businesses and organizations required to understand them to get useful information.
2. Market Segmentation
The urban sprawl of Kansas City, Missouri, holds within it a multitude of micro-communities, each a distinct mosaic of lifestyles, values, and purchasing behaviors. Market segmentation, the practice of dividing this heterogeneous mass into smaller, more homogeneous groups, becomes an indispensable prelude to any meaningful market research within the city’s limits. Without it, the moderated discussions risk dissolving into a cacophony of disparate voices, yielding results as ambiguous as the city’s unpredictable weather. A business seeking to launch a new line of organic baby food, for example, cannot simply assemble a random group of Kansas City residents and expect insightful feedback. It must first identify segments such as “health-conscious parents with young children,” or “families prioritizing locally sourced products,” ensuring that the participants genuinely represent the target demographic.
The connection between segmentation and the focus group methodology is synergistic. Segmentation provides the framework; the focus group provides the flesh and blood. Consider a local brewery contemplating a new craft beer. Market segmentation may have revealed a growing interest in sour beers among young professionals in the Crossroads Arts District. A focus session composed solely of individuals from this segment can then delve into the specific flavor profiles, branding elements, and price points that resonate most strongly. This targeted approach prevents the brewery from making costly missteps based on diluted or irrelevant information gathered from a more generalized audience. The process allows researchers to adapt their questioning style, language, and stimulus materials to match the characteristics of the people inside the discussions, further increasing the effectiveness of the research.
Ultimately, a failure to prioritize market segmentation renders the endeavor a wasteful exercise. The success of the discussion depends on how well the participants match the market that the research is trying to find more information about. The integration of segmentation and market research sessions, offers a pathway to unlocking the true potential of local consumers, fostering informed decisions that resonate with the community and contribute to the citys continued economic vitality.
3. Consumer Insights
Within the bustling metropolitan of Kansas City, the pursuit of consumer insights stands as a crucial endeavor for businesses aiming to not just survive, but thrive. This quest for understanding the nuanced preferences, unspoken needs, and underlying motivations of the local populace often finds its most direct route through carefully moderated discussions.
-
Unveiling Unarticulated Needs
A local bakery, struggling to understand why its new line of artisan bread was underperforming, turned to small group discussions. What emerged was not a demand for different flavors, but rather a desire for more convenient packaging to fit into bicycle baskets and smaller refrigerators common in downtown apartments. These unarticulated needs, hidden beneath the surface, were brought to light through the qualitative exploration facilitated by the focus setting, transforming the bakery’s fortunes.
-
Decoding Emotional Connections
A regional bank, facing declining customer loyalty, sought to understand the emotional ties binding residents to their financial institutions. Through carefully designed conversation, it was revealed that customers valued the personal relationships they had cultivated with local branch employees above all else. This discovery prompted a renewed investment in employee training and empowerment, strengthening customer bonds and stemming the tide of attrition.
-
Identifying Hidden Barriers to Adoption
A tech startup, eager to introduce its innovative home automation system to the community, convened small groups of potential users. It became clear that while the technology was impressive, concerns about data privacy and the complexity of installation were significant barriers to adoption. Armed with this knowledge, the startup redesigned its privacy policy and simplified its installation process, alleviating fears and paving the way for market acceptance.
-
Refining Messaging for Maximum Impact
A nonprofit organization, struggling to raise awareness for its environmental conservation efforts, utilized local discussions to test the effectiveness of its public service announcements. Feedback revealed that while the message was well-intentioned, it failed to resonate with working-class families who felt overwhelmed by the scale of the problem. The organization reframed its message to focus on small, actionable steps individuals could take in their daily lives, leading to a surge in community involvement.
The experiences narrated above underscore the power of moderated discussions to unearth invaluable consumer insights within Kansas City. These are not mere data points, but rather stories waiting to be told, revealing the intricate tapestry of human needs and aspirations that shape the local marketplace. By listening intently to the voices of the community, businesses and organizations can tailor their offerings, messaging, and strategies to resonate deeply with the hearts and minds of those they seek to serve.
4. Moderator Expertise
The efficacy of market research within Kansas City hinges not merely on the selection of participants or the crafting of questionnaires, but critically, on the deft hand guiding the conversation: the moderator. Expertise in this role transcends simple question-asking; it requires a nuanced understanding of group dynamics, a keen ear for unspoken cues, and the agility to navigate unforeseen tangents while keeping the research objectives firmly in sight. The story of a faltering local bookstore illustrates this perfectly.
-
Cultivating Psychological Safety
The moderator serves as architect of a safe space. Consider the bookstore, teetering on the brink of closure. Initial focus sessions yielded little more than polite platitudes. It was only when a new moderator, skilled in fostering trust, took the helm that the real issues surfaced: customers felt intimidated by the store’s intellectual atmosphere and overwhelmed by the sheer volume of choices. This revelation only came because the moderator coaxed the group into open and honest discussion.
-
Unearthing Subtext Through Active Listening
Active listening is the difference between hearing words and understanding meaning. A KC barbecue sauce company discovered this. The moderator noted a pattern of hesitant responses when probing about spiciness. Deeper questioning revealed that participants were afraid to admit they preferred milder flavors, fearing judgment from their peers. This insight led to the development of a less intimidating, yet equally flavorful, sauce that resonated with a wider audience.
-
Navigating Group Dynamics with Subtlety
Every group harbors a unique chemistry. In one session about proposed streetcar expansion, a vocal minority dominated the discussion, pushing their agenda and silencing dissenting voices. An experienced moderator intervened subtly, drawing out quieter participants and ensuring all perspectives were heard. The result was a more balanced and representative view of public opinion, informing the city’s transportation planning.
-
Adapting to the Unforeseen with Agility
Even the most meticulously planned discussion can veer off course. When a focus session on a new hospital wing unexpectedly turned into a heated debate about parking regulations, the moderator didn’t panic. Instead, recognizing the underlying concern about accessibility, they skillfully guided the conversation back to the broader topic of patient experience, extracting valuable insights that would have otherwise been lost.
These stories, drawn from the experiences of local businesses and organizations, highlight the indispensable role of moderator expertise in unlocking the true potential of market research within Kansas City. The moderator is not simply a facilitator; they are a catalyst, transforming a collection of individuals into a wellspring of actionable knowledge.
5. Recruitment strategy
The narrative of market research in Kansas City frequently begins not in a brightly lit conference room, but in the quiet strategizing that precedes it: the recruitment. The success of any discussion within the city’s limits hinges on securing the right participants, individuals whose lived experiences genuinely reflect the target demographic. A misstep here can render the entire endeavor a costly exercise in futility. Consider the plight of a local barbecue restaurant chain attempting to gauge interest in a new vegetarian menu item. An inadequate recruitment strategy, one that relied solely on online advertisements, inadvertently attracted a disproportionate number of tourists and non-residents, diluting the insights from local patrons. The results, predictably, were skewed, leading to a misguided menu rollout that ultimately failed to resonate with the core Kansas City clientele.
Effective strategy is thus inextricably linked to the very essence of sound market research. It’s about more than simply filling seats; it’s about curating a representative microcosm of the city’s diverse consumer base. This necessitates a multi-pronged approach, one that leverages community partnerships, local media outlets, and targeted outreach initiatives. A well-executed campaign, for instance, might involve collaborations with neighborhood associations, senior centers, and cultural organizations to tap into segments that would otherwise remain hidden. Furthermore, strategic participant screening, employing carefully crafted questionnaires and pre-qualification interviews, is essential to ensure that those selected possess the requisite knowledge, attitudes, and experiences relevant to the research objectives. Only then can a discussion truly capture the pulse of the city.
In conclusion, strategy transcends mere logistics; it forms the bedrock upon which meaningful discussions are built. Without a commitment to meticulous recruitment, the pursuit of consumer insights becomes a gamble, a shot in the dark. By recognizing the vital role of strategic recruitment, businesses and organizations can unlock the true potential of market research, transforming raw data into actionable intelligence that fuels success within the vibrant and ever-evolving market of Kansas City.
6. Facility Suitability
Within the context of Kansas City, where the nuances of consumer behavior are as varied as the city’s distinct neighborhoods, facility suitability emerges as a critical, yet often overlooked, element in the execution of market research. The setting profoundly influences the willingness of participants to engage openly and honestly, shaping the quality and reliability of the insights gleaned.
-
Location and Accessibility
A market research firm once secured a contract with a major healthcare provider to gauge community perceptions of a new urgent care facility. Initially, the firm booked a space in a remote suburban office park, far removed from public transportation routes. The result? Low turnout and a participant pool skewed towards affluent, car-owning residents. When the sessions were moved to a community center easily accessible by bus and located within a diverse residential neighborhood, participation soared, and the feedback became far more representative of the target population.
-
Ambiance and Comfort
A local brewery sought to understand consumer preferences for its craft beers. The first discussion took place in a sterile, brightly lit conference room, where participants appeared stiff and reserved. A second, identical discussion held in a warm, inviting space with comfortable seating and natural light yielded strikingly different results. Individuals in the more relaxed environment felt emboldened to share their true opinions, leading to invaluable feedback on the beer’s flavor profiles and branding.
-
Technological Infrastructure
A software startup aimed to gather user feedback on its new mobile application. The original venue lacked reliable Wi-Fi and adequate power outlets, hindering participants’ ability to fully interact with the app. Frustration levels rose, and the ensuing feedback focused more on technical glitches than on the app’s functionality. Relocating to a facility equipped with robust internet access and charging stations allowed for seamless interaction and far more insightful observations.
-
Confidentiality and Privacy
An advertising agency conducting research on sensitive topics such as financial planning required a location that guaranteed participant anonymity. Sessions held in a glass-walled conference room within a busy office building were immediately deemed unsuitable, as participants expressed concerns about being overheard. A move to a discreet, private space with soundproofing ensured confidentiality, fostering an environment of trust and encouraging participants to share their innermost thoughts and feelings.
These anecdotes underscore the importance of facility suitability within the vibrant landscape of market research in Kansas City. The physical setting is not merely a backdrop; it is an active participant, shaping the dynamics of the research and influencing the nature of the insights obtained. Selecting a location that is accessible, comfortable, technologically equipped, and conducive to privacy is paramount to unlocking the true potential of qualitative data collection, ensuring that the voices of Kansas City consumers are heard loud and clear.
7. Qualitative data
In Kansas City’s dynamic business environment, the reliance on focus group discussions transcends mere data collection; it embodies a quest for nuanced understanding. The information gleaned from these sessions isn’t simply numbers or percentages; it’s the qualitative essence the stories, the feelings, the unarticulated desires that drive consumer behavior. Qualitative data, in this context, represents the lifeblood of informed decision-making. Without it, businesses operate in a vacuum, guessing at the needs and preferences of their target audience. The cause and effect are clear: a robust collection of qualitative data, gathered through carefully moderated small group sessions, leads to targeted products, effective marketing campaigns, and, ultimately, business success. Conversely, a neglect of qualitative insights results in missed opportunities, market missteps, and potential financial losses.
Consider a local restaurant chain contemplating the addition of a new menu item. Quantitative surveys might reveal a general interest in spicier options, but it is the qualitative data obtained from sessions with local foodies that uncovers the type of spice preferred the smoky heat of chipotle versus the pungent kick of habanero. Furthermore, these group discussions might reveal unexpected pairings, suggesting a spicy barbecue brisket taco with a cilantro-lime crema. This depth of understanding, gleaned from open-ended questions and the observation of non-verbal cues, is impossible to replicate through numerical data alone. The practical applications extend beyond product development, influencing advertising strategies, customer service protocols, and even the physical layout of retail spaces. By understanding why consumers behave in certain ways, businesses can create experiences that resonate on a deeper, more meaningful level.
In summary, the connection between qualitative data and market research sessions in Kansas City is symbiotic and essential. It’s about moving beyond superficial observations to understand the underlying drivers of consumer choice. While quantitative data provides a broad overview, qualitative data provides the rich, contextual detail necessary for businesses to thrive. The challenge lies in effectively extracting and interpreting this nuanced information, requiring skilled moderators and a commitment to listening closely to the voices of the Kansas City community. The ability to harness the power of qualitative insights is what separates successful businesses from those struggling to stay afloat in a competitive marketplace.
8. Actionable Results
The purpose of market research, especially when conducted via market research sessions in Kansas City, transcends mere data collection. The goal is actionable results: tangible insights that inform strategic decisions, drive innovation, and ultimately, improve business outcomes. Without a clear path to implementation, the time, resources, and effort invested in gathering information become a sterile exercise. The story of a local hospital system illustrates this point. After significant investment in various research activities, the hospital continued to struggle with declining patient satisfaction scores. A review revealed the research findings were never translated into concrete changes. The process of focus group discussions was flawed. The end result showed that while the hospital had amassed a wealth of data, it lacked the organizational framework to transform that data into actionable strategies. A consultant helped improve the situation by working with the hospital staff to develop an action plan that identified responsible parties, specific timelines, and measurable objectives, translating the research into tangible improvements in patient care.
The ability to derive actionable results from sessions hinges on several factors. First, clear research objectives are essential. What specific questions need to be answered? What decisions will be influenced by the findings? Second, the sessions must be designed to elicit specific, insightful feedback. Carefully crafted questions, relevant stimulus materials, and skilled moderation are crucial. Third, and perhaps most importantly, there must be a process in place for analyzing, interpreting, and disseminating the findings. This involves identifying key themes, drawing meaningful conclusions, and translating those conclusions into concrete recommendations. Furthermore, the recommendations must be communicated clearly and persuasively to decision-makers, with a focus on the potential impact on business outcomes. To create effective communication, the hospital created a set of charts and graphs to show the results of focus groups. Then, the hospital organized the information into several steps to communicate to the patients. They created a checklist, called “Patient Care checklist” to make sure everyone was communicating with all patients.
In conclusion, the connection between market research sessions and actionable results is inextricable. The value of the former is determined entirely by the latter. By prioritizing clear objectives, designing effective discussions, and establishing a robust process for translating findings into action, businesses in Kansas City can unlock the full potential of market research, transforming raw data into a strategic advantage. The challenge lies in bridging the gap between insight and implementation, ensuring that the voices of Kansas City consumers are not only heard, but also acted upon.
9. Community engagement
The success of market research sessions within Kansas City is not solely dependent on methodological rigor, but rather intricately interwoven with the principle of genuine engagement with the local community. These sessions, when approached with a commitment to inclusivity and reciprocity, become more than just data extraction exercises; they evolve into opportunities to build bridges, foster trust, and gain insights that are both accurate and ethically sound.
-
Building Trust and Reciprocity
A local non-profit organization discovered the hard way that extracting information without giving back erodes community trust. Initial attempts to conduct sessions on food security issues were met with skepticism and low participation rates. The organization shifted its strategy, partnering with neighborhood associations to offer free workshops on nutrition and healthy cooking in exchange for participant feedback. This reciprocal approach not only increased engagement but also fostered a deeper understanding of the community’s needs and aspirations.
-
Ensuring Inclusivity and Representation
A tech company, eager to launch a new app designed for senior citizens, initially recruited participants solely through online channels. The result was a skewed representation of tech-savvy seniors, overlooking the needs and challenges of those less digitally connected. By partnering with community centers and senior living facilities, the company was able to engage a more diverse group of participants, leading to valuable feedback that improved the app’s accessibility and usability for all users.
-
Amplifying Local Voices and Perspectives
A city planning department sought community input on a proposed redevelopment project. Early sessions were dominated by vocal business owners and developers, drowning out the voices of long-time residents. To address this imbalance, the department organized smaller, more intimate sessions in neighborhood community centers, specifically targeting residents from historically marginalized communities. These dedicated sessions provided a platform for residents to share their concerns and aspirations, shaping the project in a way that reflected the community’s true needs and priorities.
-
Creating Lasting Partnerships
A grocery store chain, looking to improve its community relations, approached the local market research firms to conduct targeted focus groups for the locals in Kansas City. This created an opportunity for people to express their opinions. After gathering the information, the grocery store chain hired some of the members who partook in the discussion to become store associates. This improved the relationship between the grocery store and the residents of Kansas City. This led to a lasting partnership between the grocery store and members of the community.
These narratives underscore the vital connection between sessions and community engagement. When approached with a genuine commitment to building relationships, fostering inclusivity, and amplifying local voices, market research becomes a powerful tool for positive change, strengthening the bonds between businesses, organizations, and the communities they serve. In a city as diverse and vibrant as Kansas City, this principle is not merely a best practice; it is a moral imperative.
Frequently Asked Questions About Focus Groups in Kansas City
The world of market research can appear opaque, shrouded in jargon and complex methodologies. This section addresses common queries, offering clarity and demystifying the process of focus groups in the Kansas City area.
Question 1: What exactly are focus groups, and how do they differ from other market research methods?
Consider a scenario: a local barbecue sauce company, poised to launch a new flavor. A quantitative survey might reveal that 70% of respondents prefer a spicier profile. However, it’s a small gathering of Kansas Citians, huddled around a table sampling sauces and sharing anecdotes about backyard barbecues, that unearths why they crave that heat the nostalgia for childhood summers, the desire to impress friends, the quest for the perfect complement to smoked ribs. This qualitative depth, this nuanced understanding of motivations, sets the method apart from surveys or statistical analyses.
Question 2: Who participates in these sessions, and how are they selected?
Imagine a new upscale boutique opening in the Country Club Plaza. The success of the business could depend on understanding the target demographic. Participants are not randomly selected. They are carefully curated to reflect the specific target audience: affluent women aged 35-55 with an interest in designer clothing, for instance. Recruitment strategies vary, but often involve targeted advertising, partnerships with local organizations, and pre-screening questionnaires to ensure that participants meet the required criteria.
Question 3: How are these discussions structured and moderated?
Envision a room, not unlike a comfortable living room, with a group of individuals seated around a table. A skilled moderator, trained in group dynamics and qualitative research techniques, guides the conversation. It’s not an interrogation; rather, it’s a facilitated discussion. The moderator introduces topics, poses open-ended questions, encourages participants to share their thoughts and feelings, and ensures that all voices are heard, all while maintaining a neutral and non-judgmental stance.
Question 4: What are the ethical considerations involved in conducting this type of research?
Transparency and respect for participants are paramount. Before any session begins, participants are fully informed about the purpose of the research, the potential uses of the data, and their right to withdraw at any time. Anonymity is carefully protected, and all personal information is kept confidential. Participants are compensated for their time and contribution, not as an incentive to provide specific answers, but as a token of appreciation for their valuable insights.
Question 5: What types of businesses or organizations typically utilize these services in Kansas City?
The spectrum is broad. From local restaurants seeking feedback on menu items to hospitals gauging patient satisfaction, from advertising agencies testing new campaigns to city planning departments soliciting community input on development projects, a diverse array of businesses and organizations turn to the nuanced insights obtained. Any entity seeking to understand the needs, preferences, and attitudes of the Kansas City community can benefit from these focused discussions.
Question 6: How can a business ensure that the results are truly actionable and not just interesting anecdotes?
The key lies in careful planning and rigorous analysis. Clearly defined research objectives, a well-designed discussion guide, and a skilled moderator are essential. However, the most critical step is the translation of findings into concrete recommendations. This requires a dedicated team to analyze the data, identify key themes, and develop actionable strategies that are aligned with the business’s overall goals. It’s not enough to simply hear what the community has to say; one must act upon it.
In essence, understanding the intricacies of market research in Kansas City requires a shift in perspective. It is not simply a matter of gathering data; it’s an opportunity to connect with the community, build trust, and gain insights that can drive meaningful change.
The subsequent section will delve into specific case studies, illustrating the real-world impact of well-executed sessions in the Kansas City area.
Navigating Market Research
The terrain of market research in a specific urban environment can be fraught with challenges. However, with a measured approach, sessions can yield invaluable insights.
Tip 1: Understand the Local Nuance.
Kansas City is not a monolith. From the historic neighborhoods of Northeast to the sprawling suburbs of Johnson County, each pocket possesses a distinct character. A uniform approach to recruitment or moderation risks overlooking crucial regional differences. Before launching a session, immerse oneself in the local culture, understanding the socio-economic factors that shape consumer behavior.
Tip 2: Prioritize Strategic Participant Selection.
A session populated with individuals ill-suited to the research objectives is an exercise in futility. Define the target demographic with precision, considering factors such as age, income, lifestyle, and cultural background. Employ targeted recruitment strategies, leveraging community partnerships and local media to reach qualified participants.
Tip 3: Cultivate Moderator Impartiality.
The moderator’s role is to facilitate, not to influence. Personal biases, even unconscious ones, can skew the results. An effective moderator maintains neutrality, creating a safe and inclusive environment where all voices can be heard without fear of judgment or reprisal.
Tip 4: Embrace Qualitative Depth.
Numbers tell only part of the story. Sessions excel at uncovering the “why” behind consumer behavior, revealing motivations, aspirations, and pain points that quantitative data alone cannot capture. Encourage participants to share their stories, to elaborate on their feelings, and to express their thoughts in their own words.
Tip 5: Ensure Facility Appropriateness.
The physical environment can profoundly impact the dynamics of a discussion. Choose a location that is accessible, comfortable, and conducive to open communication. Consider factors such as lighting, acoustics, seating arrangements, and the availability of technology.
Tip 6: Honor Confidentiality.
Participants must feel confident that their identities and opinions will be protected. Implement robust measures to safeguard anonymity, ensuring that all data is stored securely and used only for the purposes disclosed in the informed consent agreement.
Tip 7: Translate Data into Action.
Insights are only valuable if they inform decisions. Develop a clear process for analyzing the data, identifying key themes, and translating those themes into concrete recommendations. Ensure that the recommendations are communicated effectively to decision-makers and that there is a mechanism in place to track their implementation and impact.
These tips, gleaned from experiences within the Kansas City market, serve as guideposts. Adherence to these principles increases the likelihood of obtaining meaningful and actionable insights.
The succeeding sections will provide case studies illustrating the impact sessions have had on Kansas City businesses.
Focus Groups
The preceding exploration of the market research methodology within the heartland reveals a narrative far deeper than simple data acquisition. It’s a story of connecting with local communities, understanding unspoken needs, and translating raw opinions into actionable strategies. Through thoughtful planning, ethical practices, and a keen awareness of local nuances, sessions become a powerful tool for driving innovation and shaping successful outcomes within the unique context of Kansas City.
As the city continues to evolve, the ability to listen intently to the voices of its residents will remain paramount. Market research, when approached with integrity and a genuine commitment to community engagement, offers a pathway for businesses and organizations to thrive, contributing to the city’s vibrant tapestry of culture and commerce. The future of Kansas City depends on understanding the needs of those who call it home, and these discussions stand as a testament to the value of listening closely and acting thoughtfully upon what is heard.
