Publications

Publications

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  • September 1998
  • Background Note

ZMET Research Process, The

By: Gerald Zaltman
The steps in the ZMET interview are listed and defined as well as information on using the data. View Details
Keywords: Research
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  • January 2019
  • Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; United States; North America; Italy
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  • Research Summary

Seeing Thought

By: Gerald Zaltman
This program of research combines the results from ZMET studies to create marketing stimuli such as advertising, retail store designs, product concepts, product design, and so forth, which are then presented to a sample of consumers whose reactions are observed using... View Details
  • Research Summary

Background

By: Gerald Zaltman
A major theme underlying most of Gerald Zaltman's research concerns the representation of thought. This includes how managers and customers represent their thinking to others and how they represent ideas and knowledge given to them. This theme finds expression in a... View Details

    Gerald Zaltman

    *Joined Harvard Faculty: 1991
    Prior Faculty Appointments: Northwestern University, 1968-75;
    University of Pittsburgh, 1975-91

    *Doctoral Degree in Sociology Received from: The John Hopkins University;
    MBA Degree Received from: The University of... View Details

    Keywords: advertising; apparel; automotive; beverage; biotechnology; consumer products; entertainment; financial services; food; health care; marketing industry; pharmaceuticals; retailing; sports; telecommunications
    • January 2019
    • Case

    Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

    By: Jill Avery and Gerald Zaltman
    In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
    Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
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    • June 2020
    • Teaching Note

    Understanding the Brand Equity of Nestlé Crunch Bar

    By: Jill Avery and Gerald Zaltman
    Teaching Note for HBS Case Nos. 519-061 and 519-062. In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the... View Details
    Keywords: Brand Management; Brand Storytelling; Brand Equity; Market Research; Qualitative Methods; Marketing; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Food and Beverage Industry
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    • 22 Feb 2000
    • Research & Ideas

    The Mind of the Market: Extending the Frontiers of Marketing Thought

    And, it might seem appropriate to ask, how do such philosophical questions relate to marketing? Zaltman's eponymous research tool, the Zaltman Metaphor Elicitation Technique, called ZMET for short, was designed to illuminate exactly these... View Details
    Keywords: by Martha Lagace
    • 01 Jun 2002
    • News

    The Mind Speaks, Marketers Listen

    unconscious and often visual, for the last decade Zaltman has solicited visual images from subjects to chart thoughts about a wide array of products. While skeptics may see the ZMET as a passing fad, others consider it evidence of a... View Details