How Customers Think - Zaltman, Gerald
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This work provides research tools - metaphor elicitation, response latency, and implicit association techniques - that aim to be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products.

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Produktbeschreibung
This work provides research tools - metaphor elicitation, response latency, and implicit association techniques - that aim to be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products.
Autorenporträt
Jerry Zaltman is a Professor of Marketing at Harvard Business School and a fellow at Harvard University's interdisciplinary Mind, Brain, Behavior Initiative.