This is an expanded English edition of the book 'Tiger in the Tank' that was first published in German in 2002. It is a compilation of interviews and essays pertaining to the life and life's work of Ernest Dichter, a Jewish Austrian who came to the United States before the Second World War and became famous as an advertising consultant whose techniques of motivational research set standards for the field of advertising that endured for decades. The interviews and essays illuminate his educational development, family and professional relationships, his research strategies and their practical application, interesting events and experiences of his life, and the personality of a man whose career impacted the lives of millions of people.