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the regions covered initially, gave copies to the photographers, and interviewed them about the meaning of their photos. Zaltman realized just how powerful the use of images âownedâ by those being interviewed were in gaining a deep understanding of their implicit or tacit assumptions and beliefs. Zaltman noticed, for example, that they often cut off the feet of people appearing in their images. It was discovered that this was deliberate. The
Nepalese did not want to embarrass their friends and neighbors by showing their bare feet, which was a sign of poverty, and for this reason deliberately chose to leave it out of the photographic record.
243:'s Richard D. Irwin Distinguished Marketing Educator Award in 1989; the Association for Consumer Research Distinguished Fellow Award in 1990; the Knowledge Utilization Society's Thomas J. Kiresuk Award for Excellence in Scientific Research in 1992; the 2000 JAI Press Distinguished Scholar Award from the Society for Marketing Advances; and The
317:
ZMET draws on a variety of disciplines including neurobiology, psychology, semiotics, linguistics, and art theory to elicit metaphors that can reveal how a person conceptualizes a given topic. Metaphors are a way of learning or understanding a new piece of information by comparing it to a known piece
304:
in 1990. He gave locals, who had never taken photos before, cameras to take pictures of important things and events in their lives. For example, in some cases, the assignment was: What photos would you take if you wanted to show someone else what life was like here? Two weeks later he returned to
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a metaphor elicitation technique in conjunction with physiological function monitoring to elicit, organize, and analyze data pertaining to a research topic. This data provides further insight and understanding which can be used in creating an appropriate marketing campaign for a product, improving
330:
ZMET focuses on explaining the "why" behind the "what" of consumer behavior, allowing it to be used in a variety of applications from product development to communications evaluation. Increasingly, it is being used to address issues faced by non profit organizations and to address organizational
255:
Deep metaphors are unconscious "basic orienting structures of human thought" that affect how people process and react to information or a stimulus. They manifest themselves in surface metaphors used in everyday language and conversation; when grouped they constitute clues to what deep metaphor a
353:
on "neuroimaging as a means for validating whether a stimulus such as advertisement, communication, or product evokes a certain mental response such as emotion, preference, or memory, or to predict the consequences of the stimulus on later behavior such as consumption or purchasing."
283:, he outlines what he calls the seven giants or the most basic and most recurring deep metaphors : journey, balance, container, connection, resource, control, and transformation. There are others such as force and paradox which are less common.
313:
Zaltman began to wonder how this kind of insight could be used to gather consumer insights. In 1993, he formed the Seeing the Voice of the
Customer Lab at Harvard Business School, and, in 1997, it was renamed the Mind of the Market Lab.
260:). Deep metaphors can be used in a marketing context to help marketers communicate more effectively to consumers about a brand, product, or topic with the same viewing lens, or deep metaphor, their consumers are already using.
199:
In 1997, he and Jerry Olson from Penn State
University's Smeal College of Business co-founded Olson Zaltman Associates, a market research and consulting firm that has worked with many Fortune 500 corporations including
291:
Zaltman
Metaphor Elicitation Technique is the first patented market research tool in the United States. ZMET is a technique designed to elicit metaphors using a series of steps and non-directive probing.
833:
878:
654:
196:(ZMET) in 1995, served as Director of the Seeing the Voice of the Customer Laboratory at Harvard Business School, and was co-director of the HBS Mind of the Market Laboratory.
139:
Zaltman's academic specialization is in innovation, social change, and the representation of thought, which is expressed in a variety of publications throughout his career.
449:
Coulter, Robin A., Gerald
Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique."
761:
505:
Moorman, C., G. Zaltman, and Rohit
Deshpandé. "Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations."
809:
62:
128:(2008). In 1997 he founded the market research consulting firm Olson Zaltman Associates in partnership with Jerry C. Olson, Professor of Marketing Emeritus,
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136:. Zaltman patented, the Zaltman Metaphor Elicitation Technique, a method used to delve into the unconscious thinking that drives behavior.
863:
624:
728:
442:
Mast, Fred W., and Gerald
Zaltman. "A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm."
244:
758:
712:
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843:
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236:âs Buck Weaver Award sponsored by General Motors for outstanding work in bringing knowledge and practice together.
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Cognitive linguists have written about the relationship between metaphor and its impact on the mind, specifically
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553:
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Zaltman, G. and L. Zaltman, âWhat Do âReally Goodâ Managers and âReally Goodâ Researchersâ Want of One
Another?â
257:
129:
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176:
156:
97:
66:
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Rangan, V. K., Das
Narayandas, and Gerald Zaltman. "The Pedagogy of Executive Education in Business Markets."
180:
168:
117:
93:
853:
491:
Zaltman, Gerald, and R. Coulter. "Seeing the Voice of the
Customer: Metaphor-based Advertising Research."
152:
568:"The Ownership of Deep Metaphors - Research Summary - Faculty & Research - Harvard Business School"
498:
Moorman, C., R. Deshpande, and G. Zaltman. "Factors Affecting Trust in Market Research Relationships."
529:
519:
319:
201:
432:
Braun-Latour, Kathryn A., and Gerald Zaltman. "Memory Change: An Intimate Measure of Persuasion."
403:
Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information.
113:
708:
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567:
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179:(1975â1991), Zaltman was named the Joseph C. Wilson professor of Business Administration at
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inter-office communications and determining the presence of pre-existing biases or beliefs.
765:
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Venkatesh, R., A. J. Kohli, and Gerald Zaltman. "Influence Strategies in Buying Centers."
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Christensen, Glenn L. and Jerry Olson. âMapping Consumersâ Mental Models with ZMETâ
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133:
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Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers
209:
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Edwards, Jim. âSpotlight Flashback: Why Buy? Researchers seek An Answerâ
470:
Zaltman, Gerald. "Rethinking Market Research: Putting People Back In."
420:
17:
427:
The Handbook of Marketing Research: Uses, Misuses, and Future Advances
396:
How Customers Think: Essential Insights into the Mind of the Markets
801:
Wieners, Brad. âGetting Inside- Way Inside- Your Customerâs Headâ
301:
221:
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was issued on November 13, 2001 to protect the right for using:
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770:
300:
ZMET was born during a trip Zaltman took to remote areas of
705:
Clued In: How to Keep Customers Coming Back Again and Again
554:"Gerald Zaltman Harvard Business School official biography"
151:
in 1960. Two years later, he was awarded an MBA from the
707:. Upper Saddle River, NJ: Financial Times Prentice Hall.
415:
Zaltman, G. and D. MacCaba, âMetaphor in Advertising.â
438:
Advertising best practice, evidence and insights | WARC
456:
Zaltman, Gerald. "Consumer Researchers: Take a Hike!"
155:. He was awarded a Doctoral degree in Sociology from
834:
University of Chicago Booth School of Business alumni
120:
and the author and editor of 20 books, most recently
256:
person is using to frame or understand a topic (see
792:Szegedy-Maszak, Marianne. âMysteries of the Mindâ
349:was issued on August 8, 2000 to Gerald Zaltman and
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81:
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56:
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39:
32:
655:"Eakin, Emily. "Penetrating the Mind by Metaphor"
147:Zaltman received his AB degree in Government from
398:. Boston: Harvard Business School Press (2003).
63:University of Chicago Booth School of Business
879:Fellows of the American Marketing Association
611:Zaltman, Gerald; Zaltman, Lindsay H. (2008).
405:Boston: Harvard Business School Press (1991).
8:
477:Zaltman, Gerald. "Metaphorically Speaking."
588:Chicago: University of Chicago Press (1980)
777:Articles on metaphor elicitation technique
743:"Google Patent Search for Patent #6315569"
641:"Google Patent Search for Patent #5436830"
29:
465:Journal of Business-to-Business Marketing
601:New York: Oxford University Press (2002)
545:
759:Gerald Zaltman Harvard Business School
287:Zaltman Metaphor Elicitation Technique
194:Zaltman Metaphor Elicitation Technique
186:While at Harvard, Zaltman was awarded
175:(1968â1975) and on the faculty at the
617:Boston: Harvard Business Press (2008)
234:Massachusetts Institute of Technology
27:American academic, author, and editor
7:
495:35, no. 4 (JulyâAugust 1995): 35-51.
599:Metaphor: A Practical Introduction.
446:67, no. 5 (November 2005): 422-427.
277:Metaphor: A Practical Introduction.
684:Pink, Daniel H. (March 31, 1998).
502:57, no. 1 (January, 1993): 81-101.
247:Member Recognition Award in 2007.
232:In 2008, Zaltman was honored with
25:
771:Olson Zaltman Associates homepage
584:Lakoff, George and Mark Johnson.
849:University of Pittsburgh faculty
509:29, no. 3 (August 1992): 314-28.
488:59, no. 4 (October 1995): 71-82.
460:26, no. 4 (March 2000): 423-428.
421:The SAGE Handbook of Advertising
417:The SAGE Handbook of Advertising
340:Neuroimaging as a marketing tool
239:His previous awards include the
167:After serving on the faculty of
839:Johns Hopkins University alumni
829:Harvard Business School faculty
493:Journal of Advertising Research
434:Journal of Advertising Research
245:Advertising Research Foundation
358:Metaphor elicitation technique
241:American Marketing Association
1:
507:Journal of Marketing Research
472:Journal of Marketing Research
401:Barabba, V., and G. Zaltman.
794:U.S. News & World Report
458:Journal of Consumer Research
387:Zaltman, G. and L. Zaltman,
173:Kellogg School of Management
814:19, 6 (June 2002): 477-502.
796:(February 28, 2005): 53-61.
731:– via www.google.com.
895:
703:Carbone, Lewis P. (2004).
474:34, no. 4 (November 1997).
864:American marketing people
130:Smeal College of Business
103:
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812:Psychology and Marketing
177:University of Pittsburgh
157:Johns Hopkins University
112:is the Joseph C. Wilson
98:University of Pittsburgh
67:Johns Hopkins University
481:8, no. 2 (summer 1996).
444:Brain Research Bulletin
275:and Zoltan Kovecses in
181:Harvard Business School
169:Northwestern University
118:Harvard Business School
94:Harvard Business School
451:Journal of Advertising
374:
787:(September 10, 2007).
615:Marketing Metaphoria.
586:Metaphors We Live By.
436:(March 2006): 57-72.
377:Selected publications
369:
364:U.S. patent 6,315,569
346:U.S. patent 6,099,319
279:. In Zaltman's book,
189:U.S. patent 5,436,830
153:University of Chicago
844:Bates College alumni
805:(April 2003): 54-55.
686:"Metaphor Marketing"
659:(February 23, 2002)"
500:Journal of Marketing
486:Journal of Marketing
318:of information (see
281:Marketing Metaphoria
273:Metaphors We Live By
202:Procter & Gamble
126:Marketing Metaphoria
665:. February 23, 2002
530:Conceptual metaphor
520:Conceptual blending
320:Conceptual metaphor
122:How Customers Think
52:Academic background
874:Market researchers
869:Metaphor theorists
764:2007-12-29 at the
663:The New York Times
597:Kovecses, Zoltan.
479:Marketing Research
114:Professor Emeritus
613:Zaltman, Gerald.
410:Selected articles
394:Zaltman, Gerald.
296:Origin and patent
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16:(Redirected from
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90:Institutions
572:www.hbs.edu
525:Co-creation
309:Development
124:(2003) and
40:Nationality
823:Categories
714:0131015508
134:Penn State
82:Discipline
58:Alma mater
785:Brandweek
331:matters.
210:Frito-Lay
206:Coca-Cola
183:in 1991.
159:in 1968.
143:Education
85:Marketing
762:Archived
729:"Google"
514:See also
192:for the
43:American
391:(2008).
258:Framing
18:Zaltman
711:
669:May 3,
623:
228:Awards
220:, and
541:Notes
382:Books
302:Nepal
222:Cisco
218:Kraft
709:ISBN
671:2010
621:ISBN
267:and
214:Audi
163:Work
322:).
271:in
171:âs
132:at
116:at
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