Zaltman Metaphor Elicitation Technique (ZMET)

The Zaltman Metaphor Elicitation Technique (ZMET) is a research method used to explore people's deep thoughts and feelings about products, brands, or experiences. It encourages participants to express their subconscious ideas through images they select and discuss, revealing underlying beliefs and emotions that are hard to articulate with words alone. By analyzing these metaphors, businesses gain insights into consumer motivations and perceptions, helping them create more meaningful and effective marketing strategies. ZMET is valued for tapping into the subconscious mind and uncovering genuine insights beyond surface-level responses.