* Marketing Metaphoria: What Makes Brands Great (2018)
* How Customers Think: Essential Insights Into the Mind of the Market (2003)
* The ZMET Method: A Qualitative Research Approach (2009)
* Consumer Behavior: A Psychological Perspective (2011)
He has also authored many articles and research papers on topics such as consumer psychology, brand strategy, and qualitative research methods.
He is best known for developing the ZMET (Zaltman Metaphor Elicitation Technique), a qualitative research method that uses visual metaphors to uncover consumers' subconscious thoughts and feelings about a product or brand.