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  How Customers Think: Essential Insights into the Mind of the Market (Hardback) By (author) Gerald Zaltman

  

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  Short Description for How Customers ThinkAims to provide practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology, and linguistics, this title combines academic rigor with real-world results to provide research tools - metaphor elicitation, response latency, and implicit association techniques. It demonstrates how innovators can use these tools.
  Full description

  • Publisher: Harvard Business School Press
  • Published: 01 February 2003
  • Format: Hardback 352 pages
  • See: Full bibliographic data
  • Categories: Sales & Marketing | Advertising | Market Research
  • ISBN 13: 9781578518265 ISBN 10: 1578518261
  • Sales rank: 120,336

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Full description for How Customers Think

• 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.