Despite the resources spent on market research, nearly 80 percent of new offerings fail. The pattern is predictable: customers say they want something, companies create it, and once it's available, customers don't buy it. Why? Is it because customers just don't know what they wa…
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 academi…
This is a practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology & linguistics, Zaltman offers a methodology for understanding how customers think. He demonstrates research tools, such as metaphor elicitation & response latency.
Despite the time and money spent on market research, 60% to 80% of new offerings fail. Why do consumers often say one thing to marketers--yet act differently in the market? Industry innovator Gerald Zaltman argues that the answer lies in how the mind works. When it comes to bu…
Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers.