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Return to Book Page. 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 resea How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached.
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.
Get A Copy. Hardcover , pages. More Details Original Title. Other Editions 2. Friend Reviews. To see what your friends thought of this book, please sign up. To ask other readers questions about How Customers Think , please sign up. Lists with This Book. Community Reviews. Showing Average rating 4. Rating details. More filters. Sort order. Jan 26, Stephanie rated it liked it Shelves: read-career. Feb 22, Startup Weekend rated it really liked it. As human beings, we make the majority of our decisions and formulate the majority of our opinions in the subconscious mind.
However, there's a critical gap in the way we do market research: we go and collect conscious opinions. There's a disconnect in how people make decisions and how marketers do- this book bridges how to solicit feedback from the subconscious mind. Dense but informative read. Sep 08, Phillip rated it really liked it. Geared more for the professional marketer rather than the general business audience. Also, more useful for large companies with big marketing budgets.
That said, some good insight and a fresh way to look a the problem. Aug 11, Jason Mesiarik marked it as to-read. What do they care about and why? This book explores the deeper psychological drivers in decision-making for individuals and organizations. Feb 11, Dmitry Kuriakov rated it it was ok Shelves: marketing , psychology.
Jul 27, Katerina Pavliv rated it liked it. Mar 12, Jun H rated it really liked it. This review has been hidden because it contains spoilers. To view it, click here. This book about the qualitative research method. Generally, the marketing researcher easily thought that thier misunderstanding for thier customer originated from the lack of knowledge for research or the error of that.
However, the basic reason of their mistake is from the fact that Customers can't know exactly what they really want. Therefore, even This book about the qualitative research method.
The most impressive sentence below implicate the whole of his mind about the customer behavior research. Feb 16, Matthew rated it did not like it. More application of the background and less of the psychological background would make this book worthwhile. Jun 30, Joe Tippetts rated it really liked it.
Enjoyed this perspective on getting into the mind of consumers and matching your message to them. Heatherblakely rated it liked it Sep 01, Hal rated it it was amazing Aug 16, Heather rated it really liked it Jan 03, Alice rated it liked it Apr 02, Darryl Carter rated it really liked it Nov 04, Andhika Moko rated it it was amazing Apr 29, Burak rated it it was amazing Aug 15, Eden buenaventura rated it liked it Feb 05, Sarah Hennessy rated it liked it Aug 07, Audrey Babkirk Wellons rated it really liked it Jan 12, Jana Schiller rated it it was amazing Mar 28, Kelvin rated it it was amazing Aug 20, Stuti Bisen rated it it was amazing Aug 12, Frank Elliott rated it it was amazing Jul 21, Nora Qiu rated it it was amazing Mar 30, Madaz-E rated it liked it Apr 15, Puiu Ionut rated it liked it Mar 29, Christophe Lembregts rated it really liked it Jul 23, Lucas Cherry rated it liked it Mar 03, There are no discussion topics on this book yet.
Readers also enjoyed. About Gerald Zaltman. Gerald Zaltman. Books by Gerald Zaltman. As dedicated readers already know, some of the best and most innovative stories on the shelves come from the constantly evolving realm of young ad Read more Trivia About How Customers Thi No trivia or quizzes yet.
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How Customers Think: Essential Insights into the Mind of the Market
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 a business how-to book, but in many cases that turns into a strength. 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.
How Customers Think - The Subconscious Mind of the Consumer (And How To Reach It)