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    Zaltman, GeraldRemove Zaltman, Gerald →

    Page 1 of 6 Results
    • 05 May 2008
    • Research & Ideas

    Connecting with Consumers Using Deep Metaphors

    by Martha Lagace

    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. Key concepts include: Deep metaphors are powerful predictors of what customers think and how they react to new or existing goods and services. The seven deep metaphors discussed in Marketing Metaphoria appear across a variety of products. Recent advances in various disciplines are providing concepts and techniques enabling marketers to dig into what consumers don't know they know. Closed for comment; 0 Comments.

    • 21 Jul 2003
    • Research & Ideas

    Don’t Get Buried in Customer Data—Use It

    by Jean Ayers

    Don't blame your CRM technology. Be smarter about collecting and using your data, says Jean Ayers in this article from Harvard Management Update. Closed for comment; 0 Comments.

    • 13 Jan 2003
    • Research & Ideas

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

    by Manda Mahoney

    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. Closed for comment; 0 Comments.

    • 23 Apr 2001
    • Research & Ideas

    Market Research Meets the “People Factor”

    by Martha Lagace

    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. Closed for comment; 0 Comments.

    • 09 Apr 2001
    • Research & Ideas

    The Manager’s Guide to Communicating with Customers Collection

    by Richard Bierck

    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. Closed for comment; 0 Comments.

    • 22 Feb 2000
    • Research & Ideas

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

    by Martha Lagace

    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. Closed for comment; 0 Comments.

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