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

How Customers Think Essential Insights into the Mind of the Market How to unlock the hidden 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 p

  • Title: How Customers Think: Essential Insights into the Mind of the Market
  • Author: Gerald Zaltman
  • ISBN: 9781578518265
  • Page: 323
  • Format: Hardcover
  • 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 reseaHow 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.
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      Posted by:Gerald Zaltman
      Published :2019-09-22T01:53:30+00:00

    709 Comment

    • Startup Weekend says:

      As human beings, we make the majority of our decisions and formulate the majority of our opinions in the subconscious mind. However, there's a critical gap in the way we do market research: we go and collect conscious opinions. There's a disconnect in how people make decisions and how marketers do- this book bridges how to solicit feedback from the subconscious mind. Dense but informative read.

    • Stephanie says:

      p.9 - "95% of thinking takes place in our unconscious minds"p.211 - "ands only exist in the minds of others"p.212 - "the brand in my mind is not the same as the one in yours." - storytelling to build brand - hero stories - adversity, rejection, renewal, triumph; metaphor = brand storyp.213 - archetypes - "images that capture essential, universal commonalities across a variety of experiences"p.214 - "build stories around archetypes, not stereotypes"p.225 - questions to ask - what people like/disl [...]

    • Phillip says:

      Geared more for the professional marketer rather than the general business audience. Also, more useful for large companies with big marketing budgets. That said, some good insight and a fresh way to look a the problem.

    • Dmitry Kuriakov says:

      Книга «Как мыслят потребители» Джеральда Залтмана довольно часто упоминалась в других книгах по маркетингу, а также обладала неплохим рейтингом на том же Озоне. Книга, которая должна по идеи выглядеть как некоторый аналог классического учебника трёх авторов «Поведение п [...]

    • Katerina Pavliv says:

      "I liked the beginning, learned something new for myself, I wish there were more practical examples"

    • Jun H says:

      This book about the qualitative research method. Generally, the marketing researcher easily thought that thier misunderstanding for thier customer originated from the lack of knowledge for research or the error of that. However, the basic reason of their mistake is from the fact that Customers can't know exactly what they really want. In other words, the author said that the customer behavior contains 95% of subliminary perception behavior and 5%of perceived perception behavior. Therefore, even [...]

    • Mahdi Nasseri says:

      یک کتاب عالی در مورد موضوعی که خیلی بهش علاقه داشتم، رفتار مشتری و تحلیل عوامل تاثیرگذار روی تفکر و تصمیم گیری مشتری.بیصبرانه منتظرم تا یه سری فصل های این کتاب رو اسلاید کنم تا هم خودم بهتر یاد بگیرم و هم منتشرش کنم تا بقیه ازش استفاده کنند.خوندنش خیلی حوصله می خواد ولی توصیه م [...]

    • Matthew says:

      More application of the background and less of the psychological background would make this book worthwhile.

    • Joe Tippetts says:

      Enjoyed this perspective on getting into the mind of consumers and matching your message to them.

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