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  • 1994
  • Chapter

Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images

By: R. Higie and G. Zaltman
Keywords: Brands and Branding; Research
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  • winter 2001
  • Article

Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
Keywords: Customers; Perception; Advertising
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  • 05 May 2008
  • Research & Ideas

Connecting with Consumers Using Deep Metaphors

behind Marketing Metaphoria and how insights about deep metaphors can improve brand success. Martha Lagace: What are deep metaphors? Gerald Zaltman and Lindsay Zaltman: Deep View Details
Keywords: by Martha Lagace; Consumer Products
  • 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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  • 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,... View Details
Keywords: by Martha Lagace
  • 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
  • 13 Jan 2003
  • Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

ineffectiveness of focus groups. What techniques should managers be employing to elicit information from customers? A: Many researchers tell us that one-on-one interviews are superior to focus groups. That... View Details
Keywords: by Manda Mahoney
  • 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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  • 09 Apr 2001
  • Research & Ideas

The Manager’s Guide to Communicating with Customers Collection

patented method of doing this, called the Zaltman Metaphor Elicitation Technique (ZMET), centers on having interview subjects select images that... View Details
Keywords: by Richard Bierck; Retail
  • 06 Jun 2008
  • What Do You Think?

Why Don’t Managers Think Deeply?

behaviors. As a result, for example, four in five product introductions perform below expectations. The Zaltmans expand on ideas they have been studying for some years, namely that strategies of all kinds can be based on insights gained... View Details
Keywords: by Jim Heskett
  • 24 Jul 2018
  • First Look

New Research and Ideas, July 24, 2018

overlook our most powerful tool for effecting change: our own thoughts. Through a variety of exercises called Think Keys, Zaltman guides the reader through the mind’s most important unconscious and conscious dynamics. View Details
Keywords: Dina Gerdeman
  • 21 Jul 2003
  • Research & Ideas

Don’t Get Buried in Customer Data—Use It

their answers to questions you haven't even asked them." In one-on-one interviews with customers, Zaltman uses a process he describes as metaphor elicitation to get at the... View Details
Keywords: by Jean Ayers
  • 22 Jul 2008
  • First Look

First Look: July 22, 2008

David M. Upton Abstract This paper examines how a company sets out to build an operations-based advantage. In particular, we investigate the implementation of a lean operating system at an Indian software services firm. By studying the attempted introduction and impact... View Details
Keywords: Martha Lagace

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