Gerald Zaltman How Customers Think: Essential Insights into the Mind of the Market
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Краткие данные о книге How Customers Think: Essential Insights into the Mind of the Market, написанной Gerald Zaltman. Год выпуска: 2003 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 its available |
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Gerald Zaltman "How Customers Think: Essential Insights into the Mind of the Market" (2003)
Despite the resources spent on market (в другом описании market) research (тег research), nearly 80 percent (ключ слово percent) of new offerings fail. The pattern is predictable: customers (customers в других книгах) say they want something, companies (companies в других книгах) create it, and once it's available, customers don't buy it. Why? Is it because customers just don't know what they want? Gerald Zaltman (смотрите Zaltman) sorts through (смотрите through) this puzzle and concludes that, at some level, customers do know, but marketing's most overused tools-surveys, questionnaires, and focus groups - and conventional thinking (смотрите thinking) don't dig deeply enough to help them discover and express it. In this mind-opening book, Zaltman argues that 95 percent of thinking happens (в другом описании happens) in our unconscious (тег unconscious). Therefore, unearthing your customers' desires requires you to understand the "mind of the market," that dynamic interplay between the consumers (ключ слово consumers)' and the marketers (тег marketers)' thoughts that determines the outcome of every buying decision. Building on research from disciplines as diverse as neurology, sociology, literary analysis, and cognitive science, Zaltman offers rich insights into what happens within the complex system of mind, brain (тег brain), body, and society as consumers contemplate their (their в других книгах) needs and evaluate products. Zaltman illustrates how leading companies are "mining the unconscious" - with remarkable results, and introduces innovative tools and techniques that help marketers: - Develop research questions that speak to the unconscious brain. - Evoke (смотрите Evoke) valuable meaning through a customer's metaphors and instill those images in brand communications. - Measure consumer reactions to marketing stimuli, and alter advertising or positioning strategies accordingly. - Build "consensus maps" that reflect a market segment's universal thinking, and reengineer them to boost customer satisfaction, loyalty, and sales. - Understand how their own minds work, and how they can think in creative new ways. The mind of the market is waiting to be explored. Make sure your competitors don't get there first.
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