ESCP Europe

Building on research from disciplines as diverse as neurology, sociology, literary analysis, and cognitive science, the author offers rich insights into what happens within the complex system of mind, brain, body, and society as consumers contemplate their needs and evaluate products. He introduces innovative tools and techniques that help marketers : develop research questions that speak to the unconscious brain ; evoke valuable meaning through a customer's metaphors, and instill those images in brand communications ; measure consumer reactions to marketing stimuli, and alter advertising or positioning strategies accordingly ; build "consensus maps" that reflect a market segment's universal thinking, and reengineer them to boost customer satisfaction, loyalty, and sales ; understand how their own minds work, and how they can think in creative new ways.