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This is a practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology & linguistics, Zaltman offers a methodology for understanding how customers think. He demonstrates research tools, such as metaphor elicitation & response latency. Zaltman (business administration, Harvard Business School) draws upon such diverse disciplines as business theory, literary analysis, cognitive science, and sociology to explain how customers make buying decisions. Aimed at marketing professionals, the text describes ways to develop research questions that speak to the unconscious brain, accurately measure consumer reactions to marketing stimuli, and instill meaningful metaphoric images in brand communications.
The key to understanding the full customer experience is customer-centricity, the degree to which marketers focus on latent and obvious needs of current and potential customers. It involves:
Customer-centric firms understand that customers must be skillfully heard, not aggressively sold to. They know that people interpret the same data differently, so products appeal equally to people with different points of view.
Marketers who ignore the importance of the unconscious level doom themselves to the old mistakes. In the new paradigm:
Based on the observations of some of the most imaginative executives, here are 10 "crowbars" that will pry managers loose from conventional thinking:
The questions you ask while conducting market research shape the ultimate learning about consumers. Instead of focusing on answers and conclusions, pay equal attention to questions and beginnings, because the framing of your questions foreshadow your answers. Frame effective research questions by doing the following:
Copyright © 2003 Soundview Executive Book Summaries
|Pt. I||Preparing for an Expedition|
|1||A Voyage from the Familiar||3|
|2||A Voyage to New Frontiers||27|
|Pt. II||Understanding the Mind of the Market|
|3||Illuminating the Mind: Consumers' Cognitive Unconscious||47|
|4||Interviewing the Mind/Brain: Metaphor Elicitation||73|
|5||Interviewing the Mind/Brain: Response Latency and Neuroimaging||111|
|6||Come to Think of It||129|
|7||Reading the Mind of the Market: Using Consensus Maps||149|
|8||Memory's Fragile Power||165|
|9||Memory, Metaphor, and Stories||189|
|10||Stories and Brands||211|
|Pt. III||Thinking Differently and Deeply|
|11||Crowbars for Creative Thinking||237|
|12||Quality Questions Beget Quality Answers||263|
|13||Launching a New Mind-Set||285|
|About the Author||323|
Posted September 23, 2005
In the beginning, it was a bit of a difficult read...but then WHAM! Things started to make sense. What I already knew, I then understood in GREATer detail. BUT, what I didn't know well...that will remain a 'Secret' between me and the other readers of this book. If I were anyone reading this, I would get this book and put in a little effort and time in understanding every ounce of information in this book. You don't need to be a brain surgeon to understand it but, buy it, grab a highliter and some of those little 'colored tape-like flag things' or post-its and get to work. If you have a business, then prepare for MAJOR Growth!Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted June 22, 2005
In this thoroughly researched, documented, footnoted book, author Gerald Zaltman opens a gateway into a deep, fertile field for marketing professionals. After a thorough review of traditional marketing research techniques based on the abysmal failures of consumer surveys and focus groups, Zaltman addresses the importance of the subconscious in framing consumer attitudes and behaviors. He cites a wide variety of interdisciplinary sources, including results from biochemical research about brain function. This is definitely not a light read, but it has insight and offers great potential for dedicated, large corporation marketers who have a background in behavioral science. While the book is interesting and challenging, it is also dense and sometimes repetitive. The book explores an interesting metaphysical discussion and uses apt case studies to drive home key points, yet its practical application is open to discussion. For instance, how can marketers practically find the intersection between their subconscious and the consumer¿s subconscious, as Zaltman suggests? We recommend this thought-provoking work to all research-oriented marketing executives.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted September 8, 2003
Zaltman's well-written book offers new perspectives in market research. Those who read it will change why they do research and how they apply it. The author combines the knowledge of multiple disciplines to help marketers perceive customers with new eyes. This book is a 'must read' for anyone who is serious about market research and understanding customers. If you are wondering why your market research is not delivering the insights that you critically need, then this book will really open your eyes. The small investment for this book will save you thousands in bad research. To provide additional background, Zaltman has included an extensive bibliography that directs the reader to sources that agree and disagree with his positions. The author provides a logical and scientifically based development of ideas, while using a reader-friendly writing style. Several real-life examples are provided to help explain how to construct better consumer research. Zaltman effectively describes how diverse consumers have much more in common that traditional segmentation studies might reveal. Although the book focuses on metaphor elicitation and consensus mapping, the underlying theme reveals how to find out what consumers know, but may not know that they know! This book will be a required text for my MBA students!Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted August 25, 2009
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