In turn, this has led to the search for new approaches and tools that will help marketers understand the interaction among attitudes, emotions and productbrand choice. Zaltman metaphorelicitation technique zmet zaltman, 1996 is a powerfull tool that helps researchers to build a consumer map of involvement in a product knowledge structure. According to zaltman in pink, 1998 the zmet taps into that which occurs in the human brain that we are not always aware of. Mapping the mind of the mobile consumer across borders. Zaltman metaphor elicitation technique how is zaltman. The metaphor elicitation technique process and apparatus is improved with the acquisition of data related to a users physiological functioning. Zaltman metaphor elicitation technique zmet is a technique that elicits both conscious and especially unconscious thoughts by exploring peoples nonliteral or metaphoric expressions. A hermeneutic phenomenological approach using the zaltman metaphor elicitation technique was chosen for data collection. Zaltman metaphor elicitation technique zmet cognition. The zaltman metaphor elicitation technique zmet is a patented market research tool. Application of the zaltman metaphor elicitation technique. Zmet was born during a trip zaltman took to remote areas of nepal in 1990.
Our patented research method centers around metaphors. Zaltman metaphor elicitation technique zmet spacecraft. The metaphor elicitation technique method and apparatus provides a series of steps on an apparatus for eliciting from a customer the important aspects associated with a particular topic about which a marketing program is to be devised. The purpose of this paper is to explore the role of social media in the employment setting as it is perceived by the job seekers. As a result, qualitative research using zmet technique will be the main instrument to develop this stady. Using zaltman metaphor elicitation technique to map. The customers interact with a file of images which are. Customers say they want something, companies create it, and once its available, customers dont buy it. Zaltman metaphor elicitation technique zmet ist eine patentierte marktforschungsmethode. Using zmet for investigating the role of social media in. Zaltman the zaltman metaphor elicitation technique 2. Zmet is a technique that elicits both conscious and especially unconscious.
Most of what influences what we say and do occurs below the level of awareness. Zaltman metaphor elicitation technique, or zmet, was developed by harvard business school professor gerald zaltman. This technique explores the nonliteral expressions of people to bring out both conscious and especially unconscious thoughts in order to have better understanding of the brand. Many are considered gold standard forms of research. The zaltman metaphor elicitation technique zmet is a market research tool. Zmet memanfaatkan wawasan dari psikoanalisis dan mind science untuk membuka pengetahuan yang. Keywords vietnam, place image, consensus map, danang city, zaltman metaphor elicitation technique paper type case study 1. Despite the resources spent on market research, nearly 80% of all new offerings fail. This data provides further insight and understanding which. An application of the zaltman metaphor elicitation technique.
Zmet is a technique designed to elicit metaphors using a series of steps and nondirective probing. In this paper, the zaltman metaphor elicitation technique zmet is proposed to construct the integrated mental model of the users on yahoo auction platforms by utilizing the behavior model of c2c consumer to deeply verbally interview the user peertopeer and the nonverbal pictures, photos analysis is also fulfilled at the same time. More recently, the approach developed by harvard professor, gerald zaltman, referred to as the zaltman metaphor elicitation technique zmet has gained considerable interest. Consumption experiences as escape an application of the. Review on application of zaltman metaphor elicitation technique. Manufacturing systems and industrial engineering sabanci university, 2011 submitted to the mit sloan school of management in partial fulfillment of the requirements for the degree of. Zmet is a technique that elicits both conscious and especially unconscious thoughts by exploring peoples nonliteral or metaphoric expressions. The team used zmet as part of our qualitative research. A zmet interview aims to discover how individuals and groups react to the materialistic and metaphorical world on a practical and more philosophical, existential level. Professor chooses wellknown product brand names think.
Techniques of verbal elicitation elicitation is the art of inducing another person to talk, of guiding the conversation in an innocuous manner, of asking the right questions at the right time and of making the conversation interesting to the other party. If executed correctly, the target or subject rarely recognizes a collector as being. Zaltman metaphor elicitation technique zmet project. As zaltman described it, a lot goes on in our minds. He calls it the zaltman metaphor elicitation technique this selfeffacing mans only discernible act of ego.
Kosslyn, of the harvard business schools mind of the market laboratory where pioneering work was done on the zaltman metaphor elicitation technique and on the application of cognitive neuroscience in marketing including brain imaging and implicit association testing. This protocol uses constructs like metaphor, story analysis, and art therapy to allow interviewees to delve into their deeper thought patterns towards a. Use of zaltman metaphor elicitation technique zmet to analyze brand gap case study on a. Coulter in the early 1980s, holbrook and hirschman 1982 drew attention to the study of experiential consumption and, over the past two decades, numerous scholars have contributed to furthering our understanding of aesthetic, as well as physically challenging and risky. Zaltman metaphor elicitation technique zmet free download as pdf file. A process and apparatus for using a metaphor elicitation technique in conjunction with physiological function monitoring to elicit, organize and analyze data pertaining to a research topic. It makes a case for using the zaltman metaphor elicitation technique zmet to develop a deeper understanding of the reluctance of consumers to choose environmentally friendly transport modes. For more than three decades, research has theorized about and investigated consumers attitudes toward advertising. Each individual was instructed to select 5 pictures online that answer the following question. Learn vocabulary, terms, and more with flashcards, games, and other study tools. This thinking could easily be transferred to program beneficiaries or managers often consumers or decisionmakers of a service. Lindsay zaltman part 1 using metaphor to solve the insight depth. The study is a qualitative investigation in which thirteen indepth interviews based on zaltman metaphor elicitation technique zmet were conducted in order to gain a deeper understanding of the link between social media and the process of employment.
The distinction of ama fellow is given to individuals who have made significant contributions to the research, theory and practice of marketing, and to the service and activities of the ama over a prolonged period of time. In order to ensure a correct communication and understanding of what the user expects to obtain as a final software product, techniques such as zaltman metaphor elicitation technique zmet 9. Use of zaltman metaphor elicitation technique zmet to. It thus focuses on what we say and do below the level of awareness. Seeing the voice of the customer, with gerald zaltman, new tools and new roles for marketing. A new way to talk about the social determinants of health. Here is a cut down version of how zaltman describes the process p. Using a case example of an innovative sanitation solution in a slum setting, this study explores the usefulness of the zaltman metaphor elicitation technique in a. The zaltman metaphor elicitation technique, with gerald zaltman, new methods and applications in consumer research, 1993 marketing science institute conference, cambridge, ma, september 1993. Pdf using zmet to construct the consensus map of the. It reminded me of repertory grid in that its an interview technique which uses one idea, or trigger, to probe for related ideas. Participants consisted of the 6 members of our focus group, as well as the 7 indepth interviewees. Additionally, he was the codirector, with professor stephen m.
Gerald zaltmanof harvard business school in early 90s. We still sometimes get questions from quantoriented clients about what seem like small sample sizes in our qualitative research. In order to find the scents that are aligned with olivita artisans existing brand image, an edited version of the zaltman metaphor elicitation technique zmet, a patented market research tool that has been proven successful in eliciting the conscious and more importantly the unconscious thoughts by exploring peoples nonliteral or metaphoric. To define the similarities and differences in perceptions that mobile consumers in culturally distinct markets hold towards the mobile internet. Fundamentally, what must be understood are the cognitive structures or mental models that underlie consumers feelings of involvement. Zaltman metaphor elicitation technique zmet is one of them. Pdf methodology to capture the content of customer. Pdf zaltman metaphor elicitation technique zmet untuk. But this morning i starting reading about zaltmans metaphorelicitation technique met. Consumer involvement using zmet technique to construct a. Zaltman that uses visual and sensory images to help better understand the meanings of brands. Gerald zaltman at the harvard business school in the early 1990s.
Using the zaltman metaphor elicitation technique to. Mapping consumers mental models with zmet christensen. Pdf mind mapping researches carry a dual challenge of capturing. Zaltman metaphor elicitation technique zmet project spacecraft. Gerald zaltman has been named an american marketing association fellow. This article describes a relatively new trend in medical research, the nof1 trial or a study of just one person these studies are gaining momentum in research on pain, nutrition, and psychology. All researchers in this collaborative study agreed zaltman metaphor elicitation technique would guide the interviews while simultaneously allowing freedom of and evolution of thought. In a research study using the zaltman metaphor elicitation technique, participants. The clet is an adaptation and extension of the zaltman metaphor elicitation technique zmet. A method and apparatus for eliciting customer input to construct advertisingmarketing campaigns.
This article demonstrates the power of the zaltman metaphor. Robin higie coulter and gerald zaltman 1994,using the zaltman metaphor elicitation technique to understand brand images, in na advances in consumer research volume 21, eds. Indepth interviewfocus groupprojective technique methodology. Zaltman metaphor elicitation technique listed as zmet. Us5436830a metaphor elicitation method and apparatus. Zaltman metaphor elicitation technique is the first patented market research tool in the united states. How to use the zaltman metaphor elicitation technique. An application of zaltman metaphor elicitation technique by merve ergez master of business administration sabanci university, 20 b. Zaltman metaphor elicitation technique zmet adalah salah satu variasi dalam metode pengumpulan data wawancara untuk penelitian kualitatif. Zaltman metaphor elicitation technique how is zaltman metaphor elicitation technique abbreviated. Applying the zaltman metaphor elicitation technique on. Zmet and laddering are two highly competent techniques employed to. A patented interview and interpretation process developed in harvards mind of the market laboratories.
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