How Customers Think: Essential Insights into the Mind of the Market (ハードカバー)
Gerald Zaltman
顧客にアピールする商品開発をするための啓発。
具体的な手段には言及せず、従来のマーケティング手法(主にリサーチ面)の問題点と、それを克服するための方法論、方向性を解説。
ポイントとしては、明示的な顧客からの入力に頼っていてはいけない。暗黙の意思表示を捉えて、なおかつ潜在意識を制御することまで狙うべき。
事例も豊富に取り上げてあるが具体的結末(解決策)までは書いていないので想像を膨らませるしかない。
行き詰ったときに役に立ちそう。
Hardcover: 352 pages
Publisher: Harvard Business School Press (February 21, 2003)
Language: English
ISBN: 1578518261
ハーバード・ビジネススクールのザルツマン教授は、顧客調査とマーケティングに莫大な時間と費用が投じられているにもかかわらず、新製品の約8割が6か月以内に姿を消すか、収益予測を大きく下回る結果になっていると指摘する。これは「消費者が自分たちの世界について体験し考えていることと、その情報を集めるためにマーケティング担当者が使う手法とのあいだに大きなずれが存在している」ためで、意外でもなんでもないという。ザルツマンは、製品やマーケティング活動に対する消費者の反応の裏に隠された無意識下での価値を探るような、創造的な質問が必要だと主張する。
Part I Preparing for an Expedition
1
2 A Voyage to New Frontiers
Edward T. Hall's classic work The Silent Language provides further evedence of the power of paralanguage. ... Only part of one of the systems he identified - interpersonal communication-involves verbal language. The other nine Systems rely on nonlinguistic forms of communication.
Part II Understanding the Mind of theMarket
3
4 Interviewing the Mind/Brain: Metaphor Elicitation
5 Interviewing the Mind/Brain: Responce latency and Neuroimaging
-When marketers ask cunsumers exiting a supermarket if they handled competing brands and compared prices before making a choice, most consumers will say yes. ... yes observational techniques reveal that these same consumers spend only about five seconds at the category location in a store, and 90 percent of them handle only their chosen product.
6 Come to Think of It
The depper we dig, the more we find that otherwise very differnet consumers share important thoughts and feelings about the same topic. THese similarities powerfully drive consumer bahavior and remain surprisingly stable over time.
(セグメンテーションに依存することの危険性)
8Memory's Fragile Power
... a picture of someone being helped at a service counter in a setting where a wall clock is displayed is more than twice as likely to evoke the notion of speedy service than the same image without the wall clock. The wall clock primes uncounscious thoughts about time and hence speed of service.
...
Not only d owe recall an experiance differently depending on the triggering cue; we are unaware of the change.
...
For example, what consumers recall about prior product or shoppiung experiences will differ from their actual experiances if marketers refer to those past experiances in positive ways. This phenomenon is known as backward framing. By using forward framong, marketers can influence consumers' expectations abgout a future experience. These expectations, in turn, alter their actual future experiences - and theirmemories of those experiences.
Part III Thinking Differently and Deeply
11 Crowbars for Creative Thinking
創造的に考えるために：
1. Favor restlessness over contentment
2. Wonder about the cow's crumpled horn.
3. Play with accidental data.
4. View conclusions as beginnings.
5. Get outdated.
6. Stop squeezing the same baby chilcken.
7. Nurtue coll passion.
8. Have the courage of your convictions, not someone else's.
9. Ask generic questions.
10. Avoid premature dismissal.
...
To cultivate restlessness, a seinor manager ... occasionally asks her staff to replace terms such as "loyality," "brand equity," or "consumer need" in business plans, memos, and other reports with alternative terms.
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