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.

Author: Kajisida Duzshura
Country: Philippines
Language: English (Spanish)
Genre: Technology
Published (Last): 15 September 2014
Pages: 177
PDF File Size: 19.66 Mb
ePub File Size: 15.83 Mb
ISBN: 530-6-73463-788-9
Downloads: 63707
Price: Free* [*Free Regsitration Required]
Uploader: Kara

Book How Customers Think: Customers ; Cognition and Thinking ; Markets. Understanding Consumer Decision Making: Also, more useful for large companies with big marketing budgets. I’ve had the good fortune to help redesign customer experience using ZMET research, and the technique is simple and custommers. There are no discussion topics on this book yet. Winner Declared in Audio vs.

Darryl Carter rated it really liked it Nov 04, English Choose a language for shopping. Finance Globalization Health Care.

How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman

Zaltman and Jerry Olson Citation: Confusing Data With Understanding 3. Eden buenaventura rated it liked it Feb 05, Set up a giveaway. Followup questions gerakd to elicit metaphorical speech and avoid directing the subject toward specific thoughts or goals.


It assumes a critical and able reader, and it needs imagination to secure the best out of of the book.

Thanks for telling us about the problem. Sep 08, Phillip rated it really liked it.

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

Burak rated it it was amazing Aug 15, Trivia About How Customers Thi See and discover other items: Sign in Recover your password. Amazon Rapids Fun stories for kids on the go.

In-depth interviews are my preferred research method for most situations. The Battle for Your Mind. However, the basic reason of their mistake is from the fact that Customers can’t know exactly what they really want. Article Journal of Marketing Management. Zaltman shows how memory can be fallible, selective, conscious or unconscious, altered by subsequent information, influenced by mood, and in general a lot less reliable than most people think.

Just a moment while we sign you in to your Goodreads account. He gives a variety of metaphorical speech in customer interviews. 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.


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. More application of the background and less of the psychological background would make this book worthwhile.

While most of us are accustomed to self-improvement via physical exercise or dieting, we often overlook our most powerful tool for effecting change: See all 47 reviews. Get fast, free shipping with Amazon Prime. Return to Book Page. Lucas Cherry rated it liked it Mar 03, Goodreads helps you keep track of books you want to read.

At the core of this book is a process called ZMET that uses patented research techniques to identify deep metaphors people apply zzltman daily situations. Customers who bought this item also bought. Stuti Bisen rated it it was amazing Aug 12, Page 1 of 1 Start over Page 1 of 1.