Zaltman, Gerald

How customers think.

Essential insights into the mind of the market

Boston

2003

1578518261

9781578518265

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.

Preface

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
Acknowledgements
About the Author