A major theme underlying most of Gerald Zaltman's research concerns the representation of thought. This includes how managers and customers represent their thinking to others and how they represent ideas and knowledge given to them. This theme finds expression in a number of projects. A major underlying methodology for many of these projects involves the Zaltman Metaphor Elicitation Technique a unique, multidisciplinary based research tool now being used by major firms and leading academic researchers. (See ZMET Home Page).