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- All HBS Web (15)
- Faculty Publications (6)
Show Results For
- All HBS Web (15)
- Faculty Publications (6)
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15
Results
- 1994
- Chapter
Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images
By: R. Higie and G. Zaltman
Higie, R., and G. Zaltman. "Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images." In Advances in Consumer Research, Volume 21, edited by C. Allen and D. R. John. Provo, UT: Association for Consumer Research, 1994.
- 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
Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique." Journal of Advertising (winter 2001).
- 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
- 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...
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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
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
- 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,...
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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...
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- 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...
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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
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
- 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...
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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...
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- 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...
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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
- 01 Jun 2002
- News
The Mind Speaks, Marketers Listen
word — to grill them about their tastes, buying habits, and favorite brands — [Zaltman] seeks to converse directly with their brains instead,” the Times observed (February 23, 2002). The Zaltman Metaphor...
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- 21 Jul 2003
- Research & Ideas
Don’t Get Buried in Customer DataUse 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...
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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...
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Keywords:
Martha Lagace