Zaltman Metaphor Elicitation Technique

The Zaltman Metaphor Elicitation Technique (ZMET) is a research method used to uncover people's thoughts and feelings about a brand, product, or idea. Participants create visual representations, often using images from magazines, to express their subconscious associations. This helps researchers understand the deeper, often unspoken emotions that drive consumer behavior. By analyzing these metaphors, companies can gain insights into their audience's perceptions and motivations, allowing for more effective marketing strategies and product development. Essentially, ZMET bridges the gap between people’s inner feelings and the external world of products and brands.