How Customers Think: Essential Insights into the Mind of the Market

How Customers Think: Essential Insights into the Mind of the Market

by Gerald Zaltman
     
 

How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years

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Overview

How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

Product Details

ISBN-13:
9781578518265
Publisher:
Harvard Business Review Press
Publication date:
12/26/2002
Pages:
352
Sales rank:
325,494
Product dimensions:
6.54(w) x 9.76(h) x 1.25(d)

Related Subjects

Table of Contents

Preface
Pt. IPreparing for an Expedition
1A Voyage from the Familiar3
2A Voyage to New Frontiers27
Pt. IIUnderstanding the Mind of the Market
3Illuminating the Mind: Consumers' Cognitive Unconscious47
4Interviewing the Mind/Brain: Metaphor Elicitation73
5Interviewing the Mind/Brain: Response Latency and Neuroimaging111
6Come to Think of It129
7Reading the Mind of the Market: Using Consensus Maps149
8Memory's Fragile Power165
9Memory, Metaphor, and Stories189
10Stories and Brands211
Pt. IIIThinking Differently and Deeply
11Crowbars for Creative Thinking237
12Quality Questions Beget Quality Answers263
13Launching a New Mind-Set285
Notes291
Index311
Acknowledgments319
About the Author323

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