Zaltman Associates

Zaltman Associates is a marketing research firm that specializes in understanding consumer behavior and preferences. Founded by Dr. Gerald Zaltman, a Harvard Business School professor, the company uses unique methods, such as the Zaltman Metaphor Elicitation Technique, to uncover deep, often subconscious thoughts and feelings that influence purchasing decisions. By exploring the metaphors and images people associate with brands or products, Zaltman Associates provides valuable insights that help businesses develop effective marketing strategies and connect more meaningfully with their customers. This approach emphasizes the emotional and psychological aspects of consumer behavior.