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From Publishers Weekly
Harvard Business School professor Zaltman notes that despite enormous amounts of time and money dedicated to customer surveys and marketing, approximately 80% of all new products fail within six months or fall significantly short of their profit forecast. This shouldn't be surprising, he convincingly argues, since "a great mismatch exists between the way consumers experience and think about their world and the methods marketers use to collect this information." He calls for creative questioning that probes the unconscious values underlying consumers' reactions to products and marketing campaigns. Drawing on an impressive array of recent multidisciplinary research, Zaltman is especially provocative on the importance of memory, metaphor and storytelling in customers' decision making and the ways marketers might use these findings. Marketers worried about the scale and complexity of the surveys Zaltman advocates will breathe a sigh of relief as he outlines efficient methods to develop a set of shared values in a target market by creatively interviewing a small sample of customers. In fact, large vision and practical application go hand-in-hand for Zaltman. He may caution, rather abstractly, that successfully gauging the mind of the market depends on developing creative surveys and quality thinking about information gathered, but he also reminds readers to frame campaigns for a product in terms that vividly communicate its function and its emotional appeal for consumers. Zaltman's smart, practical analysis and many success stories will hold special appeal for those facing competitive markets, as well as for those rethinking more limited marketing approaches.
Copyright 2002 Reed Business Information, Inc.
Copyright 2002 Reed Business Information, Inc.
Book Description
How to unlock the hidden 95% of the customer’s mind that traditional marketing methods have never reached.
Selling Points 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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"AFTER YEARS OF RESEARCH and development, a consumer-goods company launches a new soft drink-only to see it dry up in the marketplace." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
"AFTER YEARS OF RESEARCH and development, a consumer-goods company launches a new soft drink-only to see it dry up in the marketplace." Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
5.0 out of 5 stars
A book to help improve go-to market strategies.,
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This review is from: How Customers Think: Essential Insights into the Mind of the Market (Hardcover)
'How Customers Think' was a very interesting read to understand this new approach to gaining market insights by 'mining the unconscious'. The author, Gerald Zaltman, argues that most market research (surveys, questionnaires and focus groups) is used to confirm ideas or beliefs, often after the product has already been introduced to the market. Zaltman suggests that the success of new product launches can be improved by utilizing research from many academic disciplines. He postulates that marketers have not tapped into the unconscious (or emotional) processes where most of the interaction between marketers and consumers occurs. The conscious and unconscious interaction of marketers and consumers is what he refers to as 'The Mind of the Market'.People communicate by telling stories and often speak in metaphors (e.g. Tastes like chicken). The book describes metaphor elicitation as a means to interview the mind/brain to get at these conscious and unconscious thoughts. These thoughts must then be carefully given labels that can be organized into a mental model called a consensus map. These maps represent a convergence of consumer thinking and when carefully analyzed can provide insights into consumer thinking that should give proponents of this marketing technique an edge in the market. Insights derived using these methods should allow marketers to better position their brands or companies in the marketplace.
4.0 out of 5 stars
Much needed,
This review is from: How Customers Think: Essential Insights into the Mind of the Market (Hardcover)
Nothing new for anybody with a strong background in cognitive science, but applying it to marketing is innovative and relevant. Must read.
5.0 out of 5 stars
Advertising and Neurology Brought Together,
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This review is from: How Customers Think: Essential Insights into the Mind of the Market (Hardcover)
With the advances made in the last 15 years on brain research and understanding, creating advertising is a whole new ballgame.Consumers conscious thoughts are only 5% of their thinking, so it is often that most research doesn't address the incredibly important 95%. Zaltman explains how to do it and how to do it effectively, of course plugging his own firm here and there. Being in a big ad agency, I know that most work isn't produced with solid research behind it, but instead for a client who has "dictated" what the advertising needs to do or how it should appeal to consumers. The best account planners and managers can take the knowledge from this book and guide their clients to understanding the benefits of this type of research (through ROI) and ultimately achieve better results.
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