Gerald Zaltman
There are 6 articles for this faculty member.
About Faculty in this Article:
Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration, Emeritus, at Harvard Business School.
Connecting with Consumers Using Deep Metaphors
| Published: | May 5, 2008 |
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| Feature: | Research & Ideas |
Consumer needs and desires are not entirely mysterious. In fact, marketers of successful brands regularly draw on a rich assortment of insights excavated from research into basic frames or orientations we have toward the world around us, according to HBS professor emeritus Gerald Zaltman and Lindsay Zaltman, authors of Marketing Metaphoria. Here's a Q&A and book excerpt.
Published in 2003
Don’t Get Buried in Customer Data—Use It
| Published: | July 21, 2003 |
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| Feature: | Research & Ideas |
Don't blame your CRM technology. Be smarter about collecting and using your data, says Jean Ayers in this article from Harvard Management Update.
The Subconscious Mind of the Consumer (And How To Reach It)
| Q&A with: | Gerald Zaltman |
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| Published: | January 13, 2003 |
| Feature: | Research & Ideas |
Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decision making takes place in the subconscious mind. But how does a marketer reach the subconscious? Zaltman explains in this Q&A.
Published in 2001
Market Research Meets the "People Factor"
| Published: | April 23, 2001 |
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| Feature: | Research & Ideas |
Great market research doesn't always lead to great results. Why? After a close look at sources of friction between managers and market researchers, HBS professors Gerald Zaltman and Rohit Deshpandé have ideas on how the two groups might better see eye to eye.
The Manager's Guide to Communicating with Customers Collection
| Published: | April 9, 2001 |
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| Feature: | Research & Ideas |
The battle cry of business, "know thy customer," is heralded in The Manager's Guide to Communicating with Customers Collection. This excerpt by Richard Bierck examines research by HBS professor Gerald Zaltman and consultant Paco Underhill on the downfalls of focus groups.
Published in 2000
The Mind of the Market: Extending the Frontiers of Marketing Thought
| Published: | February 22, 2000 |
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| Feature: | Research & Ideas |
HBS Professor Gerald Zaltman makes metaphors come alive with his patented Zaltman Metaphor Elicitation Technique or ZMET, a process that draws on psychology, anthropology, neuroscience and other disciplines to delve deep into the mind of the consumer. In this interview, Zaltman talks about the imagery and inspirations behind this unusual market research tool.
