Zaltman Metaphor Elicitation Technique

This title is printed to order. This book may have been self-published. If so, we cannot guarantee the quality of the content. In the main most books will have gone through the editing process however some may not. We therefore suggest that you be aware of this before ordering this book. If in doubt check either the author or publisher’s details as we are unable to accept any returns unless they are faulty. Please contact us if you have any questions.

Dive deep into the transformative power of metaphors in understanding consumer behavior with Zaltman Metaphor Elicitation Technique by Gerald Zaltman. This pioneering work unveils the groundbreaking technique that revolutionized market research, enabling marketers to uncover subconscious thoughts and emotions driving consumer decisions. By exploring the intricate layers of metaphor, Zaltman demonstrates how to elicit insights that traditional methods often overlook, offering a pathway to truly connect with audiences.

Whether you're a marketing professional seeking innovative tools, an academic exploring consumer psychology, or a business leader aiming to align your strategies with customer needs, this book provides an indispensable framework for meaningful engagement. Rich with case studies and practical applications, it's a must-read for anyone aiming to elevate their marketing research capabilities. Discover the intersection of science and creativity in marketing and unlock the potential of deeper consumer connections.