How Customers Think: Essential Insights Into The Mind Of The Market

Gerald Zaltman
ISBN:
1578518261

How to unlock the hidden 95% of the customerÄôs mind that traditional marketing methods have never reached. Selling Points 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.

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