Gerald Zaltman

Gerald Zaltman is a Professor Emeritus at Harvard Business School and co-founder of the research-based consulting firm Olson Zaltman Associates. He is recognized for his pioneering work in developing the Zaltman Metaphor Elicitation Technique (ZMET), a patented research method that explores the unconscious thoughts and feelings that drive consumer behavior. Throughout his career, Zaltman has focused on understanding how customers think and make decisions, leading to influential books including "How Customers Think: Essential Insights into the Mind of the Market" and "Marketing Metaphoria." His research has shaped modern approaches to market research and consumer psychology, particularly in revealing the role of metaphors in human thought processes. As a member of the Harvard Business School faculty from 1991 to 2008, Zaltman held the Joseph C. Wilson Professorship in Business Administration. His academic contributions have earned him multiple awards, including the American Marketing Association's Richard D. Irwin Distinguished Marketing Educator Award. Zaltman's influence extends beyond academia through his consulting work with major corporations and his development of research methodologies that combine neuroscience, psychology, and marketing. The ZMET technique has been used by numerous Fortune 500 companies to gain deeper insights into consumer behavior and decision-making processes.

Readers value Zaltman's insights into consumer psychology and market research methods, particularly in "How Customers Think" and "Marketing Metaphoria." Business professionals and researchers highlight his ZMET technique and metaphor-based approach to understanding consumer behavior. Positive reviews focus on: - Real-world business applications and examples - Research methods that go beyond traditional surveys - Fresh perspectives on consumer decision-making Common criticisms: - Dense academic writing style - Repetitive content across chapters - Limited practical implementation guidance Ratings: Goodreads: "How Customers Think" - 3.8/5 (276 ratings) "Marketing Metaphoria" - 3.7/5 (89 ratings) Amazon: "How Customers Think" - 4.1/5 (87 reviews) "Marketing Metaphoria" - 4.2/5 (31 reviews) One reader noted: "Brilliant insights but could be condensed to half the length." Another stated: "ZMET examples are fascinating but hard to replicate without specialized training."

How Customers Think: Essential Insights into the Mind of the Market (2003) Examines the unconscious thought processes that influence consumer behavior and decision-making through cognitive research and in-depth interview techniques.

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers (2008) Explores seven deep metaphors that shape human thought and behavior in relation to consumer decision-making and brand relationships.

The Seeing Revolution: Unlocking Neural Networks for Intelligence and Innovation (2023) Analyzes how visual thinking and neural networks can be applied to problem-solving and innovation in business and organizational settings.

Metaphoria: Metaphor and Guided Imagery for Psychotherapy and Healing (1990) Details the use of metaphors and guided imagery in therapeutic settings for psychological healing and personal growth.

Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information (1990) Presents methods for gathering and utilizing market intelligence through innovative research approaches and customer insights.

Innovation and Innovation Management: Theory and Cases (1984) Examines theoretical frameworks and practical cases related to managing innovation processes in organizations.