Dispite the resources spent on market research, nearly 80 percent of new offerings fail. In this book, Zaltman argues that 95 percent of thinking happens in our unconscious. Therefore, unearthing your customers' desires requires you to understand the "mind of the market", that dynamic interplay between the consumers' and marketers' thoughts that determines the outcome of every buying decision. Zaltman offers rich insights to understand what happen in the mind, brain & body.
