Customer Review: The book reveals some great insights about consumer thinking models. To the point, well structured and very helpful for those of us that work for brand communications this publication is a great stepping stone for further consumer investigations.
Customer Review: 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... more info
Customer Review: 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.
