---
product_id: 8306921
title: "How Customers Think: Essential Insights into the Mind of the Market"
brand: "gerald zaltman"
price: "15209 som"
currency: KGS
in_stock: true
reviews_count: 10
url: https://www.desertcart.kg/products/8306921-how-customers-think-essential-insights-into-the-mind-of-market
store_origin: KG
region: Kyrgyzstan
---

# How Customers Think: Essential Insights into the Mind of the Market

**Brand:** gerald zaltman
**Price:** 15209 som
**Availability:** ✅ In Stock

## Quick Answers

- **What is this?** How Customers Think: Essential Insights into the Mind of the Market by gerald zaltman
- **How much does it cost?** 15209 som with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.kg](https://www.desertcart.kg/products/8306921-how-customers-think-essential-insights-into-the-mind-of-market)

## Best For

- gerald zaltman enthusiasts

## Why This Product

- Trusted gerald zaltman brand quality
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## Description

How Customers Think: Essential Insights into the Mind of the Market

## Images

![How Customers Think: Essential Insights into the Mind of the Market - Image 1](https://m.media-amazon.com/images/I/811jl08S-3L.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ 5.0 out of 5 stars







  
  
    Great Insights into the Mind of the Consumer
  

*by D***R on Reviewed in the United States on May 20, 2007*

This is perhaps the best text I've read on understanding the mind of the consumer. Zaltman takes potentially complex information and presents it in a form that is relatively easy to digest.Zaltman explains how new brain science research indicates that the confidence marketers have placed in focus group methodology has been based on a number false assumptions including the following: 1. Consumers think in well-reason, linear ways to evaluate products and services. 2. Consumers can reasonably explain their emotions, feeling, preferences and behaviors - and translate them into words; and 3. Consumers' memories are accurate reflections of their experience.According to Zaltman, the reality for consumers is really quite different. We live in a world where culture, emotions and desires play a larger role than logical decision-making. We receive and interpret information from the marketplace within a unique context. And, as consumers, much of our thinking takes place on a subconscious level, making it difficult for focus group participants to explain their behaviors. Our memories of what led us to make specific choices are far from perfect. On a conscious level we typically rationalize our decision-making without giving the underlying contextual complexities for our product and service choices.In summary, Zaltman's text is a great place to learn more about current thinking on the mind of the consumer, the limits of traditional focus groups and some reliable methods for tapping into consumer insights.

### ⭐⭐⭐⭐⭐ 5.0 out of 5 stars







  
  
    Great book.  Just what I had in mind.
  

*by J***R on Reviewed in the United States on October 23, 2022*

An excellent book.  This is not easy reading but if you have some background and knowledge of psychology and neuroscience that will be helpful.  I have a Ph.D. in clinical psychology and a background in neuroscience.  It's still difficult.  I won't be finished for awhile but I'm very pleased I purchased it.  It's in very nice condition and I haven't found a mark in it anywhere.  The price was very reasonable considering the original new price was $43.  Delivery was prompt.  I would order from this seller again.

### ⭐⭐⭐⭐ 4.0 out of 5 stars







  
  
    A Deep Dive Into The Unconscious Mind
  

*by D***E on Reviewed in the United States on January 27, 2009*

At the core of this book is a process called ZMET that uses patented research techniques to identify deep metaphors people apply to daily situations. For example, thoughts about working-out could revolve around "anticipation, companionship, and self-esteem." This trio of concepts can then guide product development and marketing communications. I've had the good fortune to help redesign customer experience using ZMET research, and the technique is simple and powerful.The book itself is academic and wanders around more than a bit, but there are pleasant surprises at every turn. For example, Zaltman outlines three primary research errors:1.  Mistaking Descriptions for Insight2.  Confusing Data With Understanding3.  Focusing On The Wrong Elements Of StudyHe also makes a persuasive case for 1:1 interviews instead of focus groups, and I agree with him here. In-depth interviews are my preferred research method for most situations. He supports this 1:1 method with research indicating that the outside limit for effective small group communication is three people.Zaltman also presses the case that 95% of our thoughts are unconscious, and that marketers rely too heavily on people's purported understanding of themselves (i.e., the 5% of conscious thought). He argues that people are driven by an inner world of images, stories, metaphors, and ultimately, emotions.While people report on their inner worlds with words, Zaltman argues that too often marketers take these words at face value, which is a mistake, for there is a low correlation between what people say they'll do and what they actually do. More often than not, he believes customers use unconscious mental models to sort the stimulus that comes their way.Ultimately, this book is about unearthing the unconscious metaphors that lead to conscious behavior, and then finding the right types of stimuli to influence that behavior. If anything, this book will help marketers become more perceptive in discovering how customers think.

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*Product available on Desertcart Kyrgyzstan*
*Store origin: KG*
*Last updated: 2026-01-31*