Research Summary

Seeing Thought

by Gerald Zaltman


This program of research combines the results from ZMET studies to create marketing stimuli such as advertising, retail store designs, product concepts, product design, and so forth, which are then presented to a sample of consumers whose reactions are observed using various brain imaging technologies. These techniques for measuring brain activity in response to marketing stimuli based on deep understanding of the consumer have great promise in detecting significant responses that go undetected and/or are misrepresented by existing market research methods. Gerald Zaltman is working with Professor Stephen M. Kosslyn, The Department of Psychology, Harvard University and the Mass. General Hospital.