How Customers Think: Essential Insights into the Mind of the Market
How to unencumber the hidden 95 per cent of the client’s mind that traditional marketing methods have never reached. This title supplies practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to provide highly accessible insights, according to his years of study and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman supplies research tools – metaphor elicitation, response latency, and implicit association ways, to call a couple of – so they can 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.