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. Citation: Zaltman, Gerald. How Customers Think: Essential Insights into the Mind of the Markets. Boston: Harvard Business School Press,

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Furthermore, marketing efforts based mostly on customer statements and self-reports of their experiences, preferences, and intentions are likely equally doomed. How Customers Think may read more like a textbook than yow business how-to book, but in many cases that turns into a strength.

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

Virtually every statement is footnoted, which both adds credibility and provides a jumping-off point for further research on a particular topic.


This diversity likely means that not all topics will interest every reader, but hard core marketers will find lots concepts to chew on.

Recent Neuromarketing Book Reviews. Zaltman believes that the words that people use when talking about a subject reveal as much as the content.

How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman

He gives a variety of metaphorical speech in customer interviews. Such an interview might begin with showing the subject an ambiguous picture and asking how it relates to the topic being studied.

Followup questions probe to elicit metaphorical speech and avoid directing the subject toward specific thoughts or goals. This type of study can help researchers customere implicit beliefs that exist outside conscious awareness.

How Customers Think – Neuromarketing

Memory and its fragility is the subject of an entire chapter. 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.


Roger Dooley is the author of Brainfluence: He is the primary author at Neuromarketingand writes at Entrepreneur and Forbes.

Learn more at RogerDooley. Marketing and the Placebo Effect.

Winner Declared in Audio vs. Leave A Reply Cancel Reply. Save my name, email, and website in this browser zaltan the next time I comment. Zaltman spends quite a bit of time on metaphors: Roger Dooley posts comments.

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