ZMET (Zaltman Metaphor Elicitation Technique)

ZMET (Zaltman Metaphor Elicitation Technique) is a qualitative research method used to understand people's deep thoughts and feelings. It involves asking participants to collect images that represent their thoughts on a topic, then discussing these images to uncover underlying beliefs, motivations, and emotions. By exploring metaphors and visual metaphors, ZMET reveals subconscious perspectives that are difficult to articulate verbally. This approach helps businesses and researchers gain richer insights into consumer attitudes, enabling more meaningful connections and better decision-making.