foundations similarities consumidores consequences

books:

How Customers Think: Essential Insights into the Mind of the Market

46 reviews
Gerald Zaltman

Harvard Business School Press, 2003

Essential Tools for Positioning & Customer Experience Improvement
If a picture tells 1,000 words, and the average person uses 5-6 metaphors per minute, then typical market research is just hitting the tip of the iceberg in accessing the 5,000+ wpm that customers process internally. Zaltman shows how to tap into the subconscious and nonverbal elements by using metaphor-based research methods. The 1st part of the book contains a lot of neat facts although it is ...

Como piensan los consumidores
Gerald Zaltman

Empresa Activa, 2004

Pese a los cuantiosos recursos invertidos en investigación de mercado, casi un 80% de los nuevos productos fracasan. ¿Por qué? ¿Acaso los consumidores no saben lo que quieren? Gerald Zaltman investiga este rompecabezas y llega a la conclusión de que las herramientas de las que abusa el marketing ?encuestas, entrevistas y dinámicas de grupo- y sus planteamientos tradicionales no consiguen profundizar lo suficiente para ayudar a los ...

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

8 reviews
Gerald Zaltman, Lindsay H. Zaltman

Harvard Business School Press, 2008

Getting managers thinking
Another great book from Zaltman, with more excellent insights into the way people think. I found it a more straightforward read than the excellent 'How Customers Think'. And it has an even blunter message for managers: "Start paying proper attention to how your customers really make their buying decisions, or miss out!" As a metaphor elicitation specialist I was wowed by some of the fine ...

Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information

1 review
Vincent Barabba, Gerald Zaltman

Harvard Business School Press, 1991

A superb resource that goes far beyond marketing
For anyone interested in conducting research that will be used, this is an absolutely essential resource. A lot of claptrap has been written about knowledge use. In contrast, this is an extremely solid, scientific, helpful volume.

How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit
Gerald Zaltman, Lindsay Zaltman

Harvard Business School Press, 2008

This chapter identifies a deficit in deep thinking among managers and discusses some factors contributing to this deficit, particularly managers' tendencies to overemphasize surface-level differences among consumers and to neglect the deep metaphors that enable us to observe such differences in the first place.

Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking
Gerald Zaltman, Lindsay Zaltman

Harvard Business School Press, 2008

Containers serve two basic functions: they keep things in and they keep things out. This chapter looks at some of the many instances in which the container, as a deep metaphor, affects consumers' thinking and behavior.

Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities
Gerald Zaltman, Lindsay Zaltman

Harvard Business School Press, 2008

This chapter introduces some of the social, psychological, physical, and neurological bases for the deep metaphors that can help managers better understand the hearts and minds of consumers.

Resource: How Acquisitions and Their Consequences Affect Consumer Thinking
Gerald Zaltman, Lindsay Zaltman

Harvard Business School Press, 2008

The deep metaphor of resource relates to capacities or abilities that we use to restore or achieve certain states. This chapter explores how consumers view the world through the lens of resource.