Consumer Behavior - Week 2 Readings Questions and
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NYT "Penetrating the Mind by Metaphor" - Summary - -Mr. Zaltman considers that focus groups and questionnaires are usually a waste of time, and 60 to 80% of products using these techniques fail. He is the creator of ZMET, the Zaltman Metaphor Elicitation Technique. Mr. Zaltman argues that consumers can't tell you what they think because they don't know. Their most profound thoughts, the ones that account for their behavior in the marketplace, are unconscious. Not only that, he insists, those...
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Consumer Behavior - Week 2 Readings Questions and•Consumer Behavior - Week 2 Readings Questions and
NYT "Penetrating the Mind by Metaphor" - Summary - -Mr. Zaltman considers that focus groups and questionnaires are usually a waste of time, and 60 to 80% of products using these techniques fail. He is the creator of ZMET, the Zaltman Metaphor Elicitation Technique. Mr. Zaltman argues that consumers can't tell you what they think because they don't know. Their most profound thoughts, the ones that account for their behavior in the marketplace, are unconscious. Not only that, he insists, those...
- Exam (elaborations)
- • 2 pages's •
-
Consumer Behavior - Week 2 Readings Questions and•Consumer Behavior - Week 2 Readings Questions and