Understand Your Customers' Minds

[StroonsGlen]

Isa sa pinakamalaking hamon ng anumang magandang copywriter o negosyo ay upang maunawaan ang iyong mga potensyal na customer kailangan mong marunong bumasa kung ano ang halos ang nasa loob ng kanilang mga isip. To do this you must be very familiar with your market and the type of people you are selling to.

[katheryncruz24]

Love the topic.

[diptiman1972]

Fantastic!! Our Prof at IIM Cal showed us this clip as a part of our Qualitative Research course & it was fascinating to go through this interview. Superb analysis, at a very deep level; very powerful. It is very likely to lead a marketeer to actual understanding of customer's minds, including their "backstages", as referred to in Dramaturgy. A must see for any marketeer, whether academic or professional.

[pamelbia2011]

I love the topic. It makes the audience think.

[taripres]

Very Good information, useful in trying to capture your customers, more notably target customers!!! If we can understand what captures their interest, thats the key for Branding!!

Visit my channel and comment, rate, share and/or subscribe

Thanx

Taripre$

[MayorMichaelShell]

Very interesting. I teach Japanese leaders techniques to understand their unconscious beliefs, thoughts and feelings as Gerald Zaltman speaks about here. Fun, powerful and transformative stuff!

[roopdhindsa03]

I have a friend and for him Coca Cola is important as he connects to it at emotional level and something he enjoys when happy and in a conversation he pointed out that he didn't have coca cola for a while and for him it was a sign of gloominess .

[gariouscom]

Imagine what it would be like if we can read minds? Then, there will be no more guess works, right? I love the insights on this video and I hope I can get into the deepest psyche of my customers ( or prospects ). Thanks!

[izaatmusic]

subliminals?

[wanabee100]

...the most well known american uni....and all they can talk about is coka kola....america is not going to recover by seling more soft drinks to fat children....

[tbointernational]

Thanks for sharing these valuable thoughts. Great video.

[Whitemilkenator]

I just love how he conclude his interview.

[paradisehammocks]

Very informative. Thank you for sharing this.

[gogoasacenusie]

Great interview!

[xxSilverPhinxx]

Now *this* is interesting.

[ReeDo999]

MGT301....TAKEN!!

[pacificspade]

I am a Marketing student at UNLV. We watched this video in class, and it is very interesting. I am glad to be a marketing student.

[Posidean]

I am sorry.... he makes great points but it was a brutal 14 minutes listening to him, it's like he is trying to not wake up the people that fell asleep during his interview.

[BaronVonHerzensberg]

@Posidean

wow, so true...

[pongman]

Lol, is this the best Coca Cola commercial disguised as a Harvard infomercial?

[stoltobot]

on the Michelin ad - duh! thats what consumers are supposed to see/think/feel, its not a fucking metaphor

[ClassAlex]

Absolutely disgusting. Zaltman is another ideologue in the tradition of Edward Bernays, nephew & abuser of Freuds theories on the unconscious. Advertising is tantamount to emotional blackmail. The adverts aim to 1) exploit the hyper controlled state of childhood by appealing to their sense of fantasy, followed by 2) the hijacking of parent-child bond (the child appeals to buy) in order to return a PROFIT. All we are to these people are potential coin-shitting machines! Reification at large!

[directorwvp2]

You put too much weight on business's ability to coerce people's behavior against their will. People are given free will .. and the freedom to excercise good judgement and vote with their wallets .. bacause they seek to satisfy their own deepest needs, wants or desires.

[BCoelho2000]

@directorwvp2 First of all, it's very difficult to coerce someone to do something against their will. But even if you do, and it's not a good product, you will not succeed.

Coca-Cola changed the world not thanks to beautiful ads but thanks to a great product that has a great image associated.

Marketing starts with a need from a customer. Marketing doesn't create needs, but addresses them providing the best possible product or service.

[directorwvp2]

The way I see it ... many customers don't really know what they need or want until a compnay first comes forward and anticipates those needs wants and desires first. The public wasn't saying give us the Mac .. or we demand the I-Phone ... the contrary. Steve Jobs has mastered this discipline better than 99.8% of all execs. Read Inside Steves Head, it's very enlightening in this respect. Curious to know what you think.

[BCoelho2000]

"The public wasn't saying give us the Mac"

Agreed. They were saying: "MS-DOS is a crime against humanity! I can't get productive with this PC!". Then Apple created the Mac.

"or we demand the I-Phone."

Agreed. They were saying: "These smartphones are not that smart. They have have a tiny screen and a tiny keyboard".

Then Apple created the iPhone.

In both cases, the pain was already there. Apple just cured it.

It starts with a pain. Whoever understands how to solve it, will succeed!

[directorwvp2]

Amen! We're both in agreement then. Recognition of 'pain' often leads to innovation. Cool! I think Inside Steve's Head was a realy interesting business book. Have you had aln oppty to read it? I also loved Mavericks at Work by William Taylor ... and the World is Flat by Thomas Freidman.

[manavprakash37]

brilliant

[korndog86]

i see it

[shivsakti666]

Harward BS!!

[jamaicantriniyute]

There are so many variables that shape our preferences, from childhood through to an adult, this is a very revealing method that seems to cut through those variables to reveal the core thoughts and feelings.

ToniHD

[sstuetz]

Great video. Thank you very much!

[JHoffmannOZA]

In this interview, Dr. Zaltman provides a good primer on deep metaphors, the powerful unconscious viewing lenses that shape what people think, hear, say, and do. His latest book, "Marketing Metaphoria," offers much greater detail on these concepts.