Viewpoint: School Professor Gerald Zaltman is the decision maker.
I. Problem Statement
Professor Zaltman techniques to the consumers and marketers should consider abandoning traditional research techniques for new methods by tapping Subconciousness of the prospect is correct ?
III. Areas of consideration
Strengths:Professor Zaltman and other Advertiser are fascinated with technologies that promise richer and deeper insight into how people think and feel than to focus groups and surveys.
| Weaknesses:Tapping into the subconciousness is not easy because Zaltman believes that the marketers should consider abandoning traditional research techniques for new methods.
| Opportunities:Professor Zaltman measuring brain activity maybe effective at some point in advertising because the scientist also observed that the participant sensory experience of the sample in the second wave trial are clearly testament to the power of brands.
| Threats:They may fail to capture key aspect of how the consumer choose because consumers won’t tell what they think. But rather they can’t.
IV. Alternative Course of Action
Professor Zaltman may exploit advances in brain science. They should have new tactics or idea to make more effective commercials.
Since Professor Zaltman believes that the marketers should consider abandoning traditional research techniques for new method. Including the technologies for measuring brain activity. Along with less expensive approaches. They could conduct again another activity or research that will answers the marketers impacts in their advertisements.
V.Conclusion and Recommendation:
They could use their techniques to the consumers but not to exploit the advances of brain consumers.
They could conduct a new research and also a new participant in their brain activity in this research their goal is to know what is the impact...
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