How customers think : essential insights into the mind of the market /
Gerald Zaltman.
- Boston, Mass. : Harvard Business School Press, c2003.
- xxii, 323 p. : ill. ; 25 cm.
Includes bibliographical references (p. 291-310) and index.
A voyage from the familiar -- A voyage to new frontiers -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain. pt. a: Metaphor elicitation : appendix -- Interviewing the mind/brain, pt. b: Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphors, and stories -- Stories and brands -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.