How Customers Think: Essential Insights into the Mind of the Market (Hardcover)

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 buying, 95% of our decision making takes place in the subconscious mind, yet traditional marketing methods barely scratch the surface of this information gold mine. Zaltman introduces a new mindset and tools for digging deeper into what he calls the "mind of the market"--the complex interplay between consumer and marketer thinking that determines the fate of every product launch. Building on research from disciplines including neurology, sociology, and cognitive science, Zaltman offers rich insights into how people really create meaning. Through compelling examples from his work with Coca-Cola, Procter & Gamble, General Motors, and others, he illustrates how leading companies are transforming this new knowledge into unprecedented value for customers. An intriguing look at how the mind, body, and environment interact to drive our buying decisions, this book opens the door to the next source of competitive advantage.