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How Customers Think Essential Insights into the Mind of the Market 1st Edition by Gerald Zaltman ISBN 978-1578518265 1578518261

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How Customers Think Essential Insights into the Mind of the Market 1st Edition Gerald Zaltman Digital Instant Download

Author(s): Gerald Zaltman
ISBN(s): 9781578518265, 1578518261
Edition: 1
File Details: PDF, 10.45 MB
Year: 2003
Language: english
SKU: EB-10816798 Category: Tag:

How Customers Think Essential Insights into the Mind of the Market 1st Edition by Gerald Zaltman – Ebook PDF Instant Download/Delivery:   978-1578518265, 1578518261
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Product details: 

ISBN 10:    1578518261

ISBN 13: 978-1578518265

Author:  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 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.

Table of contents: 

Part I Preparing for an Expedition

One A Voyage from the Familiar

Two A Voyage to New Frontiers

Part II Understanding the Mind of the Market

Three Illuminating the Mind

Consumers’ Cognitive Unconscious

Four Interviewing the Mind/Brain

Metaphor Elicitation

Appendix: The Metaphor-Elicitation Process

Five Interviewing the Mind/Brain

Response Latency and Neuroimaging

Six Come to Think of it

Seven Reading the Mind of the Market

Using Consensus Maps

Eight Memory’s Fragile Power

Nine Memory, Metaphor, and Stories

Ten Stories and Brands

Part III Thinking Differently and Deeply

Eleven Crowbars for Creative Thinking

Twelve Quality Questions Beget Quality Answers

Thirteen

Launching a New Mind-Set

Notes

Index

Acknowledgments

About the Author

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