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.

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An all-new tool kit: While people report on their inner worlds with words, Zaltman argues that too often marketers take these words at face value, which is a mistake, for there is a low correlation between what people say they’ll do and what they actually do.

Amazon Inspire Digital Educational Resources. Nevertheless – the author does an excellent customerrs at explaining the connection between behavior and the events that take place in our conscious, and unconscious. About the Author Gerald Zaltman. Feb 16, Matthew rated it did not like it. In-depth interviews are my preferred research method for most situations. This type of study can help researchers probe implicit beliefs that exist outside conscious awareness. Also, more useful for large companies with big marketing budgets.

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

Followup questions probe to elicit metaphorical speech and avoid directing the subject toward specific thoughts or goals. Zaltman’s smart, practical analysis and many success stories will hold special cusfomers for those facing competitive markets, as well as for those rethinking more limited marketing approaches. Now he brings his time-tested toolbox to all readers who have an interest in unlocking their own potential.


Sarah Hennessy rated it liked it Aug 07, They are presented for you to assess but not overly presented such that you get the idea and your answer or their guess on the same page.

If anything, this book will help marketers become more perceptive in discovering how customers think. With insightful observations, thought-provoking questions, and curiosity-stoking content, Unlocked is the go-to book that is certain to change your life.

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How Customers Think – Neuromarketing

The Best Books of Confusing Data With Understanding 3. Therefore, even This book about the qualitative research method. Understanding Consumer Decision Making: This is a clever book of insights. To view it, click here. For a quick read on driving progress of customer programs I also recommend this book with step-by-step tips: Save my name, email, and website in this browser for the next time I comment. Alexa Actionable Analytics for the Web. Amazon Advertising Find, attract, and engage customers.

Enjoyed this perspective on getting into the mind of consumers and matching your message to them. At the core of this book is a process called ZMET that uses patented research techniques to identify deep metaphors people apply to daily situations. If you are a seller for this product, would you like to suggest updates through seller support?

Top Reviews Most recent Top Reviews. To ask other readers questions about How Customers Thinkplease sign up. Stuti Bisen rated it it was amazing Aug 12, Would you like to tell us about a lower price?

HOW CUSTOMERS THINK: Essential Insights into the Mind of the Market

Finance General Management Marketing. View Full Version of PW. Hardcoverpages.


Jul 27, Katerina Pavliv rated it liked it. Write a customer review. Hal rated it it was amazing Aug 16, It advances provacative ideas Customers ; Cognition and Thinking ; Markets.

Ultimately, this book is about unearthing the unconscious metaphors that lead to conscious behavior, and then finding the right types of stimuli to influence that behavior. One person found this helpful. Add both to Cart Add both to List. To see what your friends thought of this book, please sign up.

Amazon Restaurants Food delivery from local restaurants. This title provides practical synthesis of the cognitive sciences. Frank Elliott rated it it was amazing Jul 21, Further – as alluded to by the author – hard data is not that objective after all. Most likely – you will require multiple passes to get the nuggets out; what worked for me was to make notes of key ideas as I went through it. Cite View Details Purchase. While most of us are accustomed to self-improvement via physical exercise or dieting, we cuetomers overlook our most powerful tool for effecting change: Cognition and Thinking ; Performance Improvement.

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. No trivia or quizzes yet. Thanks for telling us about the problem.