Working Paper

Seeing The Voice of the Customer: The Zaltman Metaphor Elicitation Technique

Gerald Zaltman and Robin A. Higie

Jan 1, 1993

Describes the development and implementation of a new research tool that helps companies obtain a deeper understanding of the metaphors, constructs, and mental models that drive customers’ thinking and behavior.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.