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.

Consumer research is a $6 billion business. But the ROI on research expenditures is being questioned as never before. This is ironic given that advances in information technology has vastly expanded analytic capabilities and increased customer data by an order of magnitude.

Jerry Zaltman's 'How Customers Think' offers fresh insights into why companies are increasingly frustrated by consumer research. Drawing on contemporary brain research, he exposes fatal flaws in the hallowed premise in traditional consumer research that asking customers about their motivations is the best way to get clues about their future behavior.

Zaltman points out that surveys, questionnaires and focus groups fail to get behind the curtains of consciousness. This can prove fatal for a marketing program because at least 90% of mental activity that leads to perceptions, thinking and decisions takes place outside the conscious mind.

However, traditional research and marketing largely ignores the contents of the unconscious mind. Why is this so, when contemporary brain research has learned that this is where motivations as well as perceptions and decisions originate? Because lacking an understanding of how minds work, researchers and marketers must depend by default on consumers' conscious rational responses. However, disconnects between what consumers consciously think and what they feel at deeper levels often lead to marketplace failure.

Zaltman reconnects the emotional, feeling dimension of consumers' minds (right brain as it were) with the perceiving, thinking (left brain) dimension of their minds to yield a holistic picture of customers' minds.

Marketing often fails expectations because undue attention is given the contents of the rational left brain that respondents disgorge in traditional consumer research. Zaltman observes that researchers and marketers widely ignore the deep shadowy realm of motivating emotions because it is easier to record, process and analyze what consumers say directly about their needs and motivations.

Zaltman observes that recent brain research shows that emotional arousal is essential to the generation of sustained interest in a matter. Brain patients whose emotional capabilities have been destroyed while still having normal reasoning powers cannot determine whether one brand or another is best for them. Brand loyalty, it seems, is determined more by emotional responses than by rational analysis.

Zaltman shows how to get better guidance than direct questioning of them yields about what will stir consumers' emotions. In doing this he addresses one of the most curious defects in traditional research and marketing: decisions are more often determined by the rules of statistical math than by tenets of behavior science. However, this should not be surprising because few marketers have grounding in how minds work. After all, a person can earn an MBA in marketing without a single course in behavior.

If the primary functional purpose of marketing is getting the attention of minds and influencing them to action, then it should follow that a deeper understanding of how minds work will make marketers more effective in doing that. However, with Zaltman's book in hand, one needs not go back to school for a degree in psychology to gain a practical understanding of how customers' minds work.

A word of caution, however: This book is to be studied, not scanned. It does not offer the simple, sound bite-sized solutions that are so commonplace in marketing books and that make them quickly forgettable. Zaltman's book will not be forgettable to any person who makes a study of his book because he/she will experience a quantum leap in understanding how customers think.

In his book, How Customers Think - Essential Insights Into the Mind of the Market, Gerald Zaltman hits gold!

Professor Zaltman has expertly combined the disciplines of all the sciences to provide not only "rich insights", but equally as important, practical applications. It is essential that Market Research Professonals go beyond their "Suite of Tools" and explore the sub-conscious through Dr. Zaltman's sound methodology. At the very least, it should be addressed when outlining a preliminary research design.

As a market researcher for over 35 years, we've all been challenged by the mystery of how customers think...because, we know, that the sub-conscious rules and is difficult to measure. At last, we have an approach that I consider one of the best.

Companies today would be hard-pressed to explain why they haven't tried this approach to gain competitive advantage in the knowledge of their customer base.

I applaud Dr. Zaltman for publishing this book...and, will admit, have used his metaphor elicitation technique when tackling some very complex problems.

I urge market research professionals to take this book very seriously. It can make a difference!

Patricia Mordigan Hawkins
Private Consultant

This book is a must-read for marketing researchers, academics, managers, or anyone else interested in why we make the decisions we do. Dr. Zaltman has integrated the latest findings from cognitive psychology, neuroscience, and sociology into an easy-to-read, but definitely thorough, discussion of how the brain works and consumers think. Zaltman accomplishes that task by providing real-life case studies coming from his years of experience as a consultant along with a well-summarized view of the underlying theories and evidence. His discussions about the role of the subconscious should result in a paradigm shift in marketing research. Anyone who has conducted a focus group or distributed a large-scale written survey and has been left with the feeling that there must be more going on, will be comforted by the fact their intuition was right (there is) but also troubled by the issue of how to gain more information from consumers. Zaltman's research method, Zaltman Metaphor Elicitation Technique (ZMET), is presented as a way for managers to "dig deeper" into both their own and their consumers' decision processes. This book provides detailed information about ZMET and how real managers have gained unique insights from its usage.

As both an academic memory researcher and consultant I was particularly impressed with Zaltman's coverage of the role of memory in consumer decision making, both with its frailty, making it subject to distortion on more traditional market research measures, and its depth, as in the role of storytelling and relationship to deep metaphors. On a practical note, Zaltman has integrated some features that make his book user-friendly, such as usage of pictures or images to demonstrate his points, summary tables that concisely articulate his ideas, a short glossary of terms that is helpful to the novice reader and an appendix on ZMET which includes good/bad examples of interviewing techniques. In addition to Zaltman's breakthrough coverage of content, he is also a gifted writer that is a pleasure to read. I highly recommend this book!