zaltman metaphor elicitation technique (zmet)...
TRANSCRIPT
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Zaltman Metaphor Elicitation Technique (ZMET) Project
ZMET = Research technique developed by Dr. Gerald Zaltman that uses visual and sensory images to help better understand the meanings of brands. [Harvard Business Review Interview with Zaltman (via YouTube): https://www.youtube.com/watch?v=NQzYclR8ufM]
Traci Pierce Campbell University
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ZMET Project
� Write well-known brand names on slips of paper
(x 3).
� Mix them up & let students take slip out of hat or bowl
Collaborative, small group exercise provides students with deeper understanding of ZMET and consumers’ perceptions of brands.
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ZMET Project
� Individually, students gather five pictures (original, web, magazine, or other source) that represent their thoughts & feelings about brand. ◦ Pictures should not have the product itself or
brand name in them.
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ZMET Project
� Collectively, students work in their groups to: 1. Take turns explaining images chosen; 2. Discuss sensory images (sight, scent, sound, taste,
touch) that come to mind about the brand; 3. Identify metaphors or themes that emerge from
group discussion of brand; 4. Choose most meaningful pictures & create a collage; 5. Present or write detailed description of each image,
its meaning, & any metaphors that emerged; and explain how marketers might use information gathered to communicate the brand more effectively to consumers.
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Example Collage for Pepsi
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Example Collage for Google