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

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

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  • ISBN:9781578518265
  • Editorial: Harvard Business School
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:352
  • Idiomas:Español

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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
Pt. I Preparing for an Expedition
1 A Voyage from the Familiar 3
2 A Voyage to New Frontiers 27
Pt. II Understanding the Mind of the Market
3 Illuminating the Mind: Consumers' Cognitive Unconscious 47
4 Interviewing the Mind/Brain: Metaphor Elicitation 73
5 Interviewing the Mind/Brain: Response Latency and Neuroimaging 111
6 Come to Think of It 129
7 Reading the Mind of the Market: Using Consensus Maps 149
8 Memory's Fragile Power 165
9 Memory, Metaphor, and Stories 189
10 Stories and Brands 211
Pt. III Thinking Differently and Deeply
11 Crowbars for Creative Thinking 237
12 Quality Questions Beget Quality Answers 263
13 Launching a New Mind-Set 285
Notes 291
Index 311
Acknowledgments 319
About the Author 323

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