Constructs e Consensus maps

Sei que não é a mesma coisa, contudo, o que Zaltman escreve no livro "How Customers Think - Essentials Insights into the mind of the market", sobre constructs e consensus maps, faz-me pensar logo em atributos e caracterização do cliente-alvo satisfeito.

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"Constructs are marketers and researchers' expressions of what they think is going on in a consumer's mind. Constructs are not the actual thoughts, but simply well-intentioned labels to capture and express them."

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"Associations among constructs, not constructs in isolation, drive consumer behavior."

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"the associations among constructs start the journey toward actual behavior."

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"To understand the associations among constructs that a particular group of consumers holds, marketers can develop a consensus map. A consensus map is a display showing how the thoughts and feelings a group of consumers share about a particular topic are also connected in similar ways."Versus:

"the associations among constructs are far more meaningful than the constructs alone."

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"Understanding these linkages is crucial, because they provide the best available basis for market segmentation."

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Porque ambas as figuras servem para desencadear o mesmo tipo de reacção:

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"A consensus map can help managers "reengineer" the way in which they interact with customers and thereby encourage consumers to see their company's offerings in new ways."

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Ou melhor ainda:

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"A consensus map thus serves as a kind of road map for getting from one place in the mind of the market to another. From a manager's standpoint, having a consensus map is just as essential to strategic planning as having a regional atlas is to a traveler."