Customer Review: On the treadmill of front-line marketing, it's easy to get caught up in the never-ending lists and deadlines, rather than stepping back to think more broadly and deeply about who we really are, who we're trying to reach and what we're really trying to accomplish. As I read the Zaltmans'... more info
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.
