Seeing the Voice of the Consumer: Metaphor-based Advertising Research

Although improvements in traditional quantitative and qualitative research techniques have enhanced our ability to collect timely, valid, and reliable data, and to analyze these data with greater insights, advertising practitioners continue to search for and experiment with alternative methodologies.

Seeing the Voice of the Consumer: Metaphor-based Advertising Research

Gerald Zaltman and Robert Higie Coulter

Improvements in traditional quantitative and qualitative techniques have enhanced our ability to collect timely, valid, and reliable consumer data and to analyze these data with greater insight. Many of these improvements are rooted in advances in the electronic capture of information, in new statistical procedures, and in greater computational capacity. However, despite these advances, significant challenges persist in understanding consumers' thoughts, feelings, and behaviors. In particular, market research methods need to improve in ways that:

  1. Provide deeper understanding about consumers as a basis...

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