Gerald Zaltman’s How Customers Think provides an easy-to-read work on consumer behaviour and market research.
Each point that Altman makes is illustrated with anecdotes from a range of brands. He draws from his experience as co-director of the Mind of the Market laboratory at Harvard Business School.
Zaltman talks through the benefits and pitfalls of different research methods, together examples of the ‘law of unintended consequences’.
Its a really easy read, Zaltman writes really well and makes his subject accessible. If I was to hazard a guess, I think it was likely aimed at business executives attracted to the Harvard Business Press brand. It wouldn’t require in-depth marketing expertise to get the most out of the book. I was able to hammer through it on an overnight business trip to Glasgow.
It is well worthwhile reading How Customers Think as an introduction to other other related works like Consumerology by Philip Graves and What Chinese Want by Tom Doctoroff. You can find more book reviews here.