Archive for Gerald Zaltman

How Customers Think. Essential Insights into the Mind of the Market – Gerald Zaltman

Posted in Uncategorized with tags , , , , on February 10, 2009 by Cristi Popa

Some time back, Brian Baumal draw my attention towards this book by Gerald Zaltman. I never got to thank him so here it is: thank you Brian.

I remember that when I first read the book, it really got my hopes high. I was really enthusiastic for more than 200 pages. Then it just let me down.

A couple of weeks back I had the surprise of finding the same book, translated into Romanian (Cum gandesc consumatorii – Aspecte esentiale pentru studiile de piata, Polirom, 2007). I didn’t quite remembered why it let me down the first time I read it. So, I bought it, hoping that now, years later, after gathering more experience in research, I could properly understand it. So I read it again and of course remembered what disappointed me about this book.

Don’t get me wrong. The book makes for a good reading and it does get you thinking. Only for this reason and you should try it.

What bothers me most is that it just doesn’t keep its promise. The book starts taking a look at some of the newest (the book is published in 2003) advancements in neurology, psychology etc. and comes to a theory of what mind is, how thoughts are created, the role of emotion in this process etc. (nothing revolutionary here. More like a collection of already accepted facts about mind). Then it goes on saying that traditional qualitative research (mainly focus groups) does not stand a chance in uncovering the real motivations of the customers. So far, so good. But the whole time you’re reading you get this feeling that the author has a solution for all this. So you wait and wait and get your hopes high. You swallow the lack of structure, the vagueness of his examples and wait for his solution. And then the solution comes: metaphor elicitation – in other words an in depth interview in which the respondent is asked to bring with him a picture that best illustrates his feeling toward a brand, social problem etc.

In this point I thought: “but we already do this”. We also make collages, mind maps, diaries, ladders etc. And they’ve been around for years. I’m not saying that this is a bad method. But is this the promised salvation? The only way through which you will uncover the truth, the alpha and omega of qualitative research? Not really. It’s like in this episode of South Park when God comes to earth in a big, blinding light, with angel’s music on the background but he takes the shape of a drooling hypo-cat thing – the picture at the beginning (www.southparkstudios.com/episodes/103688 min. 19:00).
south park

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