How Customers Think: Essential Insights into the Mind of the Market. book. Gerald Zaltman. Save; Share. Save; Share. Gerald Zaltman. · Rating details · ratings · 10 reviews. How to unlock the hidden 95 per cent of the customer’s mind that traditional marketing methods. ping into the unconscious needs and wants of your customers. □ □. How Customers Think. Essential Insights into the Mind of the Market by Gerald Zaltman.

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This shouldn’t be surprising, he convincingly argues, since “a great mismatch exists between the way consumers experience and think about their world and the methods marketers use to collect this information.

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

Drawing on an impressive array of recent multidisciplinary research, Zaltman is especially provocative on the importance of memory, metaphor and storytelling in customers’ decision making and the ways marketers might use these findings. Marketers worried about the scale and complexity of the zaltkan Zaltman advocates will breathe a sigh of relief as he outlines efficient methods to develop a set of shared values in a target market by creatively interviewing a small sample of customers.

In fact, large vision and practical application go hand-in-hand for Zaltman. He may caution, rather abstractly, that successfully gauging the mind of the market depends on developing creative surveys and quality thinking about information gathered, but he also reminds readers to frame campaigns for a product in terms that vividly communicate its function and its emotional appeal for consumers.

Zaltman’s smart, practical analysis and many success stories will hold geald appeal for those facing competitive markets, as well as for those rethinking more limited marketing approaches.

Copyright Reed Business Information, Inc. It advances provacative ideas Would you like to tell us about a lower price? If you hkw a seller for this product, would you like to suggest updates through seller support? 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.

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. Read more Read less. Discover Prime Book Box for Kids.

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

These items are shipped from and sold by different sellers. Buy the selected items together This item: Sold by Midatlantic Synergy and ships from Amazon Fulfillment. Ships from and sold by Amazon. Customers who bought this item also bought. Page 1 of 1 Start over Page 1 of 1. The Battle for Your Mind. Understanding Consumer Decision Making: Marketing Research 8th Edition.


I’d like to custokers this book on Kindle Don’t have a Kindle? Share your thoughts with other customers. Write a customer review. Read reviews that mention customers think metaphor elicitation focus groups marketing thihk marketing research cognitive science gerald zaltman consumers think consensus maps mind brain mind of the market harvard business takes place case studies linear ways marketing executives focus group business school culture can be studied recommend this book.

Showing of 47 reviews. Top Reviews Most recent Top Reviews. There was a problem filtering reviews right now. Please try again later. At the core of this book is a process called ZMET that uses patented research techniques to identify deep metaphors people apply to daily situations.

For example, thoughts about working-out could revolve around “anticipation, companionship, and self-esteem. I’ve had the good fortune to help redesign customer experience using ZMET research, and the technique is simple and powerful. The book itself is academic and wanders around more than a bit, but there are pleasant surprises at every turn. For example, Zaltman outlines three primary research errors: Mistaking Descriptions for Insight 2. Confusing Data With Understanding 3. In-depth interviews are my preferred research method for most situations.

He supports this 1: He argues that people are driven by an inner world of images, stories, metaphors, and ultimately, emotions.

While people report on their inner worlds with words, Zaltman argues that too often marketers take these words at face value, which is a mistake, for there is a low correlation between what people say they’ll do and what they actually do.

More often than not, he believes customers use unconscious mental models to sort the stimulus that comes their way. Ultimately, this book is about unearthing the unconscious metaphors that lead to conscious behavior, and then finding the right types of stimuli to influence that behavior.

If anything, this book will help marketers become more perceptive in discovering how customers think. The book has over pages, and is written in a very elegant style. Most likely – you will require multiple passes to get the nuggets out; what worked for me was to make notes of key ideas as I went through it.

The connections to such key ideas I found were woven in multiple places, and in different ways. There were times the same ideas were presented in a different light. This by itself is not necessarily bad – rather it enhances the utility but at the expense of the volume of reading required. Also – since the field of neuroscience is rather new, and we as a species have only recently started gaining an understanding of brain function, supporting everything with hard data can be difficult.

Nevertheless – the author does an excellent job at explaining the connection between behavior and the events that take place in our conscious, and unconscious.

How Customers Think – Neuromarketing

Some readers may find that rather troubling, and that is understandable. Further – as alluded to by the author – hard data is not that objective after all. If you are looking for simple cookie cutter answers that will quickly jump out at you – look elsewhere.


If you are willing to invest the time to read, digest, and reflect – it will reward you in many ways. I rarely well outside Michael Porter’s early books say this but I am serious.

By page 40, and it was a winter Saturday night I had already used the information to start sending emails to my team on the insights into how people see ideas about products rather than how they communicate to you about these thinj products. Our azltman are open to custpmers and while we use words to tell each other about products, we think and decide in metaphors which like memories are open to change and enhancement.

This is a clever book of insights. They are presented for you to assess but not overly presented such that you get the idea and your answer or their guess on the same page. It assumes a critical and able reader, and it needs imagination to secure the best out of of the book. Well worth the cost and I suggest you will read it several times. Zaltman shows how to tap into the subconscious and nonverbal elements by customerss metaphor-based research methods. The 1st part of the book contains a lot of neat facts although it is written in a rather customerw style, but the middle section gives how-to and examples of metaphor-based research.

Overall I found the book to be eye-opening, thorough, and useful For a quick read on driving progress of customer programs I also recommend this book with step-by-step tips: One person found this helpful.

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