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Ilanet.Behaviorr1.8 - 30 Nov 2019 - 01:41 - GregorioIvanoff

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Ever wish you could read your customer's mind? Gerald Zaltman, a marketing professor at the Harvard Business School, uses brain scans, psychotherapy-like interviews, and his patented Zaltman Metaphor Elicitation Technique (ZMET) to help the likes of Procter & Gamble, Pfizer, General Motors, and Coca-Cola get inside the consumer's head. Author of the forthcoming How Customers Think (Harvard Business School Press, January 2003), Zaltman spoke to us about metaphor, Vanilla Coke, and triggering disgust.

USEEM, Jerry. The Question Authority: Gerald Zaltman Can Read Your Mind. FORTUNE. How to get inside customers' heads -- by scanning their brains, among other techniques., Tuesday, January 7, 2003.

Keywords: unpredictability of software behavior, diversity in behavior, conflict in behavior, behavior in risks, ratings behavior, human behavior, algorithm, linkages, signal

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