Oprah Time: How Customers Think by Gerald Zaltman

Zaltman’s How Customers Think provides an easy-to-read work on consumer behaviour and market research. Illustrated with anecdotes from a range of brands Zaltman talks through the benefits and pitfalls of different research methods, together examples of the ‘law of unintended consequences’. Its a really easy read, I hammered through it on a business trip to Glasgow.