ZMET methodology

ZMET (Zaltman Metaphor Elicitation Technique) is a qualitative research method that uncovers subconscious thoughts and emotions behind people's opinions. Participants select images that resonate with their feelings about a topic, then discuss the metaphors these images evoke. This process reveals deeper beliefs, motivations, and attitudes that are often hard to express with words alone. By exploring these underlying narratives, ZMET helps researchers understand consumer perceptions and decision-making processes more authentically, aiding in more targeted marketing and communication strategies.