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. Citation: Zaltman, Gerald. How Customers Think: Essential Insights into the Mind of the Markets. Boston: Harvard Business School Press,

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Finance Globalization Health Care. Zaltman believes that the words that people use when talking about a subject reveal as much as the content. Frank Elliott rated it it was amazing Jul 21, Followup questions probe to elicit metaphorical speech and avoid directing the subject toward specific thoughts or goals.

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

Technology zatlman Operations Management. Cite View Details Find at Harvard. Just a moment while we sign you in to your Goodreads account. Cite View Details Purchase. Return to Book Page. The Best Books of This geerald of study can help researchers probe implicit beliefs that exist outside conscious awareness.

Print Find at Harvard. Zaltman has used these techniques with executives from around the world and at the Harvard Business School to teach people how to think better.

No trivia or quizzes yet. Therefore, even This book about the qualitative research method.

Enjoyed this perspective on getting into the mind of consumers and matching your message to them. Feb 11, Dmitry Kuriakov rated it it was ok Shelves: Hardcoverpages.


Also, more useful for large companies with big marketing budgets. Marketing’s Forthcoming Age of Imagination.

Sign in Recover your password. A password will be e-mailed to you. 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. 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.

Virtually every statement is footnoted, which both adds credibility and provides a jumping-off point for further research on a particular topic. More application of the background and less of the psychological background would make this book worthwhile. Stuti Bisen rated it it was amazing Aug 12, Lembie rated it really liked it Jul 23, However, the basic reason of their mistake is from the fact that Customers can’t know exactly what they really want.

Geared more for the professional marketer rather than the general business audience. Ilya Mrz rated it it was amazing Aug 17, This review has been hidden because it contains customsrs.

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

However, there’s a critical gap in the way we do market research: Dense but informative read. Audrey Babkirk Wellons rated it really liked it Jan 12, He is the primary author at Neuromarketingand writes at Entrepreneur and Forbes.


You might also like More from author. Heather rated it really liked it Jan 03, Keys to Improve Your Thinking. He gives a variety of metaphorical speech in customer interviews. Leave A Reply Cancel Reply. Book How Customers Think: More from the Author Book Unlocked: Tools, Hacks, and More. Memory and its fragility is the subject of an entire chapter.

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

Zaltman, and Jerry Olson. With insightful observations, thought-provoking questions, and curiosity-stoking content, Unlocked is the go-to book that is certain to change your life.

Business and Thikn Business History Entrepreneurship. 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. Refresh and thunk again. Hal rated it it was amazing Aug 16, While most of us are accustomed to self-improvement via physical exercise or dieting, we often overlook our most powerful tool for effecting change: Recent Neuromarketing Book Reviews.