The Zaltman Metaphor Elicitation Technique

By: Lauren Shoaf

The Process

ZMET collage made for the D2D fund

Communication applications: Determining the relevance of positioning concepts Developing imagery for mood boards Evaluating message content Fine-tuning of animatics and rough cuts Selecting the most effective audio, text or visual cues

Product applications: Understanding product trial experience Evaluating new product concepts Determining meanings of flavors, colors, tactile attributes Evaluating package designs Identifying meanings associated with logos or brand names

Other applications: Creating and evaluating brand (or company) stories Evaluating policy or program descriptions

Common Types of ZMET Application in the Real World:

ZMET Ethnographic Interviews

Common Types of ZMET Application in the Real World:

ZMET-based mystery shopping/shop-alongs

Clients

Example of what Special K Cereal might represent for a consumer

Olson Zaltman Associates has been named a research partner for two winners of the ARF 2011 David Ogilvy Awards for Excellence in Advertising Research:-JP Morgan Chase and Company -Toyota

The Future of ZMET