Gerald Zaltman

Gerald Zaltman is a distinguished academic and expert in consumer behavior and marketing research.

He served as the Joseph C. Wilson Professor of Business Administration Emeritus at Harvard Business School and was a member of the Executive Committee of Harvard University's Mind, Brain, and Behavior Interfaculty Initiative.

Zaltman is known for developing innovative research techniques, particularly the Zaltman Metaphor Elicitation Technique (ZMET), which aims to uncover consumers' unconscious thoughts and feelings.

His work focuses on understanding how consumers think and make decisions, emphasizing the importance of metaphors and unconscious processes in shaping consumer behavior.

Zaltman's research has significantly influenced marketing theory and practice, particularly in the areas of consumer insights and market research methodologies.