Gerald Zaltman

Gerald Zaltman is an American marketing professor and researcher known for his work in consumer behavior and marketing strategies. He developed the Zaltman Metaphor Elicitation Technique (ZMET), a qualitative research method that uncovers deep-seated thoughts and feelings consumers have about products and brands through imagery and metaphor. By tapping into subconscious associations, ZMET helps businesses understand the motivations behind consumer choices, enabling more effective marketing and product development. Zaltman's insights bridge psychology and marketing, emphasizing the importance of emotions and meanings in consumer decision-making.