Zaltman on How US Consumers Picture Recession

Geoffrey Precourt
WARC 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 we need new techniques: to get at hidden knowledge-to get at what people don't know they know."
And at the 2009 Advertising Research Foundation's recent Re:think conference, Zaltman - professor emeritus at the Harvard Business School and founding partner of Olson Zaltman Associates - applied his latest thinking to the most emotive of current topics: the US recession.