In very understandable language the author explains how a customers buying decision is influenced by the complex interactions between mind, brain, body, and society. Using the zaltman metaphor elicitation technique to. The authors focus on seven deep metaphors in which they believe is the key to understanding consumers minds and thus that. Our research centers around metaphorthe tendency for humans to interpret new experiences using preexisting mental models. The author, gerald zaltman, argues that most market research surveys, questionnaires and focus groups is used to confirm ideas or beliefs, often after the product has already been introduced to the market. Marketing what youll learn in this summary you do not control your brand. What deep metaphors reveal about the minds of consumers zaltman, gerald, zaltman, lindsay h. Author of marketing metaphoria, a harvard press publication. This article examines the applicability of marketing concepts to social causes and social change. By using the zaltman metaphor elicitation technique zmet developed by zaltman and zaltman 2008, we offer an alternative, novel approach to gaining indepth consumer insights and perceptions in. A sales orientation considers the job as one of finding customers for existing products and convincing them to buy these products. This book is a mustread for marketing researchers, academics, managers, or anyone else interested in why we make the decisions we do. There has been a shift from a sales to a marketing orientation in recent years. Gerald zaltman has been named an american marketing association fellow.
He tells us how people think from a neurological level. Despite the resources spent on market research, nearly 80% of all new offerings fail. Zaltman free pdf d0wnl0ad, audio books, books to read, good books to read, cheap books, good. Some thoughts on thinking should be considered for adoption by any marketing professor teaching graduate students. What deep metaphors reveal about the minds of consumers, gerald zaltman, lindsay h. What deep metaphors reveal about the minds of consumers, builds on the premise that most thoughts are unconscious and what people think are actually in frames of pictures, not necessarily words. What deep metaphors reveal about the minds of consumers 2008, written with lindsay zaltman, has also been published in multiple languages. Zaltman has integrated the latest findings from cognitive psychology, neuroscience, and sociology into an easytoread, but definitely thorough, discussion of how the brain works and consumers think. Gerald zaltman at the harvard business school in the early 1990s. Understanding consumers interpretations of brand image has become increasingly important as firms have attempted to boost brand equity.
In 12,000 zmet interviews for over 100 clients in over 30 countries, seven deep metaphors have surfaced with the greatest frequency. Marketing metaphoria is a groundbreaking book that reveals how to overcome this depth deficit and find the universal drivers of human behavior so vital to a firms success. Wilson professor emeritus at harvard business school and the author and editor of 20 books, most recently how customers think 2003 and marketing metaphoria 2008. Zaltman helps us peer into the mind of the market in this very significant book, how customers think. What deep metaphors reveal about the minds of consumers. Using zmet for investigating the role of social media in the. How customers think by zaltman free download as powerpoint presentation. Zmet is a technique that elicits both conscious and especially unconscious thoughts by exploring peoples nonliteral or metaphoric expressions. For zaltman, a few disciples, and a handful of forwardthinking companies, its an opportunity to reinvent marketing. Olson zaltman oz is a researchbased consulting firm that identifies deep consumer insights to help clients develop and implement effective marketing, product and communication strategies.
Feb 01, 2003 how customers think was a very interesting read to understand this new approach to gaining market insights by mining the unconscious. All people, regardless of background, use these these universal metaphors to understand and react to their world. There is a related fear, metathesiophobia, the fear of change. Our academic tradition survives in the form of articles, books, tweets, and a monthly newsletter containing insights both industrywide and from within. What deep metaphors reveal about the minds of consumers by gerald zaltman, lindsay h. Why do advertising campaigns and new products often fail.
Penetrating the mind by metaphor the new york times. Drawing on thousands of oneonone interviews in more than thirty countries, gerald zaltman and lindsay zaltman describe how some of the worlds most. The purpose of this paper is to explore the role of social media in the employment setting as it is perceived by the job seekers. Pdf exploring the zmet methodology in services marketing. The book by gerald zaltman and lindsay zaltman 2008, marketing metaphoria. The applica bility of marketing concepts to such social problems is ex amined in this article. Another book, coauthored with lindsay zaltman, is marketing metaphoria. In 1997 he founded the market research consulting firm olson zaltman associates in partnership with jerry c. Before joining olson zaltman as managing director, lindsay had a successful career as an account planner in the consumer insight group at arnold worldwide in boston. Lindsay is coauthor with gerald zaltman of the book marketing metaphoria.
Connecting with consumers using deep metaphors harvard. Use features like bookmarks, note taking and highlighting while reading marketing metaphoria. Sep 28, 2019 then, metathesiophobia, fear of change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving. Library of congress cataloginginpublication data zaltman, gerald. How customers think was a very interesting read to understand this new approach to gaining market insights by mining the unconscious.
Gerald zaltman is the author of how customers think 4. The zaltman metaphor elicitation technique zmet is a market research tool. Zaltman is a professor of marketing at harvard business school and a fellow at harvard universitys mind, brain, behavior initiative. Marketing metaphoria reveals the powerful unconscious viewing lensescalled deep metaphors. Request pdf on oct 31, 2008, john gountas and others published marketing. Incorrect assumptions about how consumers make purchasing decisions could be causing you to make serious strategy mistakes. In marketing metaphoria, zaltman and zaltman 2008 assert that 95% of what. Nov 02, 2010 zmet technique in marketing research 1. Purpose this paper aims to explore how the zaltman metaphor elicitation technique zmet can be adopted in services marketing to provide deeper customer experience insights. Why do consumers feel that companies dont understand their needs.
The latest business management research and ideas from hbs faculty. Zaltman metaphor elicitation technique our patented research method centers around metaphors. What deep metaphors reveal about the minds of consumers kindle edition by zaltman, gerald, zaltman, lindsay h download it once and read it on your kindle device, pc, phones or tablets. The au thors show how social causes can be advanced more suc cessfully through. The study is a qualitative investigation in which thirteen indepth interviews based on zaltman metaphor elicitation technique zmet were conducted in order to gain a deeper understanding of the link between social media and the process of employment.
Gerald zaltman working knowledge harvard business school. What deep metaphors reveal about the minds of consumers, builds on the premise. Undressing the mind of the consumer abstract the book by gerald zaltman and lindsay zaltman 2008, marketing metaphoria. What deep metaphors reveal about the minds of consumers by gerald zaltman and lindsay zaltman. The distinction of ama fellow is given to individuals who have made significant contributions to the research, theory and practice of marketing, and to the service and activities of the ama over a prolonged period of time. Marketing metaphoria reveals the powerful unconscious viewing lensescalled deep metaphors that shape what people think, hear, say, and do. This book addresses the unconscious frames that influence consumer and manager thought and behavior.
How customers think neuromarketing neuroscience marketing. Cited in ted conferences, new york times, fast company. Zaltman the zaltman metaphor elicitation technique 2. The brain and mind of the consumer are the key to effective marketing. Most of what influences what we say and do occurs below the level of awareness. Advances in consumer research volume 21, 1994 pages 501507. Zaltman concludes that at some level, customers do know what they want, but marketings most overused tools such as surveys, questionnaires, and focus groups and conventional thinking dont dig deeply enough to help customers discover and express what they want. Marketing metaphoria is a groundbreaking book that reveals how to overcome this depth deficit and find the universal drivers of human behavior so vital to a.
Feb 01, 2003 zaltman helps us peer into the mind of the market in this very significant book, how customers think. Essential insights into the mind of the market by gerald zaltman. How customers think essential insights into the mind of the market by gerald zaltman is a must read for anyone interested in neuromarketing. What deep metaphors reveal about the minds of consumers 2008 has also been published in multiple languages.
Also, more useful for large companies with big marketing budgets. That said, some good insight and a fresh way to look a the problem. Latency response and neuroimaging come to think of it reading the mind of the market. Essential insights into the mind of the market how customers. Drawing heavily on psychology, neuroscience, sociology, and linguistics, zaltman combines academic rigor with realworld results to offer highly accessible insights, based on his years of this title provides practical synthesis of the cognitive sciences. Consumption experiences as escape an application of the. Olson, professor of marketing emeritus, smeal college of business at penn state.
The problem, zaltman says, is that our knowledge of. Coulter in the early 1980s, holbrook and hirschman 1982 drew attention to the study of experiential consumption and, over the past two decades, numerous scholars have contributed. Philip kotler and gerald zaltman can marketing concepts and techniques be elfectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning. Using zmet for investigating the role of social media in. Social marketing is defined as the design, implementation, and control of programs calculated to. It addresses the unconscious frames that influence consumer and manager thought and behavior. How customers think essential insights into the mind of the market bygerald zaltman a summary of the original text. 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. Essential insights into the mind of the market how. Customers say they want something, companies create it, and once it. Zaltman, harvard business press, 2008, 1422121151, 9781422121153, 230 pages. Zmet technique in marketing research linkedin slideshare.