Zaltman on How US Consumers Picture Recession
Geoffrey PrecourtWARC Online
Gerald Zaltman drew a line in the sand six years ago when he wrote:"a great mismatch exists between the way consumers experience and think about their world and the methods marketers use to collect this information."
His 2003 book, How Customers Think: Essential Insights into the Mind of the Market, was a slap in the face for traditional research.
Three years later, Zaltman was still restless, telling Fast Company:"Most of what influences what we say and do occurs below the level of awareness. That's why...