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