Understanding customer needs: A Systematic Approach to the Voice of the customer. Seeing the voice of the customer: The Zaltman metaphor elicitation technique (Working Paper. September. Report No 93-114, pp. 1-43)
Understanding customer needs: A Systematic Approach to the Voice of the customer. Seeing the voice of the customer: The Zaltman metaphor elicitation technique (Working Paper. September. Report No 93-114
[1990]