The Zaltman Metaphor Elicitation Technique (ZMET)

The Zaltman Metaphor Elicitation Technique (ZMET) is a research method used to uncover deep, subconscious thoughts and feelings that people may not easily express verbally. It involves participants selecting images that represent their experiences or beliefs, which are then discussed with a trained interviewer. These images act as metaphors, helping reveal underlying perceptions and emotions related to a product, brand, or idea. ZMET provides rich insights beyond simple answers, enabling businesses to better understand customers’ true motivations and attitudes that often remain hidden in traditional surveys.