Professor chooses wellknown product brand names think. Founded in 1997 and based in pittsburgh, we help leading organizations understand their. The zaltman metaphor elicitation technique the mind of. Indepth interviewfocus groupprojective technique methodology. The distinction of ama fellow is given to individuals who have made significant contributions to the research, theory and practice of marketing, and to the service and activities of the ama over a prolonged period of time. The zaltman metaphor elicitation technique zmet is a market research tool. Zmet is a technique that elicits both conscious and especially unconscious. In order to ensure a correct communication and understanding of what the user expects to obtain as a final software product, techniques such as zaltman metaphor elicitation technique zmet 9. Fourteen individuals who had completed a financial literacy program i. Mapping consumers mental models with zmet christensen.
Zmet zaltman metaphor elicitation technique olson zaltman. It reminded me of repertory grid in that its an interview technique which uses one idea, or trigger, to probe for related ideas. Zmet is a technique that elicits both conscious and especially unconscious thoughts by exploring peoples nonliteral or metaphoric expressions. The zaltman metaphor elicitation technique zmet is a patented market research tool. Using the zaltman metaphor elicitation technique, a methodology that offers insights about human decision making through metaphors and storytelling, researchers conducted consumerfocused studies to understand the attitudes of lmi households toward money and saving. This technique explores the nonliteral expressions of people to bring out both conscious and especially unconscious thoughts in order to have better understanding of the brand. Fundamentally, what must be understood are the cognitive structures or mental models that underlie consumers feelings of involvement. Robin higie coulter and gerald zaltman 1994,using the zaltman metaphor elicitation technique to understand brand images, in na advances in consumer research volume 21, eds. Participants consisted of the 6 members of our focus group, as well as the 7 indepth interviewees. A zmet interview aims to discover how individuals and groups react to the materialistic and metaphorical world on a practical and more philosophical, existential level. Zaltman metaphor elicitation technique zmet project. We offer seven basic premises for improving advertising research and copy development and then introduce the zaltman metaphor elicitation technique, zmet. Wilson professor of business administration and codirector of the mind of the market laboratory. Zaltman metaphor elicitation technique is the first patented market research tool in the united states.
Olson zaltman is a pioneer in the use of brain science for market research and consulting. Zaltman metaphor elicitation technique, or zmet, was developed by harvard business school professor gerald zaltman. Zmet memanfaatkan wawasan dari psikoanalisis dan mind science untuk membuka pengetahuan yang. It makes a case for using the zaltman metaphor elicitation technique zmet to develop a deeper understanding of the reluctance of consumers. The meaning of zmet abbreviation is zaltman metaphor elicitation technique. Lindsay zaltman part 1 using metaphor to solve the insight depth deficit duration. Use of zaltman metaphor elicitation technique zmet to analyze brand gap case study on a footwear company bata, india priyanka soni, arushi jamaiyar i. Consumption experiences as escape an application of the. Zaltman metaphor elicitation technique olson zaltman associates suggest new definition. Both the elicitation process and subsequent narratives. Introduction according to acharya and rahman 2016, places nowadays gain reputation and. Zaltman the zaltman metaphor elicitation technique 2. I would also like the participants in the indepth interviews for their valuable insights and time.
Pdf mind mapping researches carry a dual challenge of capturing. Zaltman metaphor elicitation technique listed as zmet. He calls it the zaltman metaphor elicitation technique this selfeffacing mans only discernible act of ego. Zmet stands for the zaltman metaphor elicitation technique and was developed by harvard business school professor gerald zaltman, the joseph c. Zmet is a hybrid methodology grounded in various domains, including verbal and nonverbal communication, visual sociology, visual anthropology, literary criticism, semiotics, mental imagery, cognitive neuroscience and phototherapy zaltman, 1997, 2003. Zaltman metaphor elicitation technique zmet is one of them. In turn, this has led to the search for new approaches and tools that will help marketers understand the interaction among attitudes, emotions and productbrand choice. Jun 17, 2009 more recently, the approach developed by harvard professor, gerald zaltman, referred to as the zaltman metaphor elicitation technique zmet has gained considerable interest. Using a case example of an innovative sanitation solution in a slum setting, this study explores the usefulness of the zaltman metaphor elicitation technique in a program planning and evaluation context.
Zaltman metaphor elicitation technique zmet project spacecraft. Most of what influences what we say and do occurs below the level of awareness. Zaltman metaphor elicitation technique our patented research method centers around metaphors. Pdf using zmet to construct the consensus map of the users. Use of zaltman metaphor elicitation technique zmet to analyze.
Pdf zaltman metaphor elicitation technique zmet untuk. Zmet more formally as a means to conduct advertis ingresearch zaltman 1997. Zmet technique in marketing research linkedin slideshare. Using zmet for investigating the role of social media in the. The purpose of this paper is to explore the role of social media in the employment setting as it is perceived by the job seekers. The mind of the market laboratory has moved to olson zaltman associates. Using the zaltman metaphor elicitation technique to. This protocol uses constructs like metaphor, story analysis, and art therapy to allow interviewees to delve into their deeper thought patterns towards a particular subject. Zmet is a hybrid methodology grounded in various domains, including verbal and nonverbal communication. What is shorthand of zaltman metaphor elicitation technique. Gerald zaltmanof harvard business school in early 90s. Zaltman metaphor elicitation technique zmet olson zaltman.
More recently, the approach developed by harvard professor, gerald zaltman, referred to as the zaltman metaphor elicitation technique zmet has gained considerable interest. Zmet as abbreviation means zaltman metaphor elicitation technique. Research and the usage of zaltman metaphor elicitation technique zmet. Exploring the zmet methodology in services marketing. Zmet is a technique designed to elicit metaphors using a series of steps and nondirective probing. Zmet was born during a trip zaltman took to remote areas of nepal in 1990. Nov 02, 2010 zmet is a hybrid methodology grounded in various domains, including verbal and nonverbal communication, visual sociology, visual anthropology, literary criticism, semiotics, mental imagery, cognitive neuroscience and phototherapy zaltman 1997. Introduction brand image is the set of beliefs that a customer carries for a particular brand.
Keywords vietnam, place image, consensus map, danang city, zaltman metaphor elicitation technique paper type case study 1. In this report, the authors discuss the development and implementation of a new research tool for understanding customers. This paper seeks to demonstrate the effectiveness of this alternative qualitative method, using a nonconventional approach, thus providing a useful contribution to the. But this morning i starting reading about zaltman s metaphor elicitation technique met. In this paper, the zaltman metaphor elicitation technique zmet is proposed to construct the integrated mental model of the users on yahoo auction platforms by utilizing the behavior model of c2c consumer to deeply verbally interview the user peertopeer and the nonverbal pictures, photos analysis is also fulfilled at the same time. Finally, i would like to thank sahver binici, the founder of olivita artisan, for her collaboration and.
Zaltman metaphor elicitation technique zmet cognition. For this lab, you will explore how marketers use a technique called the zaltman metaphor elicitation technique zmet to uncover the unconscious thoughts and feelings consumers have about products and brands. Zmet zaltman metaphor elicitation technique linvitation. In order to find the scents that are aligned with olivita artisans existing brand image, an edited version of the zaltman metaphor elicitation technique zmet, a patented market research tool that has been proven successful in eliciting the conscious and more importantly the unconscious thoughts by exploring peoples nonliteral or metaphoric.
Applying the zaltman metaphor elicitation technique on. Briefly, the zaltman metaphor elicitation technique zmet employs qualitative methods to elicit the metaphors, constructs and mental models that drive customers thinking and behavior, as well as quantitative analyses to provide data for marketing mix decisions and segmentation strategies. Use of zaltman metaphor elicitation technique zmet to. How to use the zaltman metaphor elicitation technique. Zaltman metaphor elicitation technique zmet free download as pdf file. Understanding consumers thoughts and feelings about. Zmet is designed to surface the mental models that drive consumer thinking and behavior and characterize these models in actionable ways using consumers metaphors. But this morning i starting reading about zaltmans metaphorelicitation technique met. Application of the zaltman metaphor elicitation technique. The team used zmet as part of our qualitative research. Zaltman metaphor elicitation technique zmet spacecraft.
Zaltman metaphor elicitation technique zmet adalah salah satu variasi dalam metode pengumpulan data wawancara untuk penelitian kualitatif. Our patented research method centers around metaphors. Jan 31, 2012 lindsay zaltman part 1 using metaphor to solve the insight depth deficit duration. Using zaltman metaphor elicitation technique to map. Dec 16, 2019 this paper aims to explore how the zaltman metaphor elicitation technique zmet can be adopted in services marketing to provide deeper customer experience insights.
Gerald zaltman at the harvard business school in the early 1990s. Designmethodologyapproach this paper explores how zmet interviews, which use images selected by the participant to facilitate discussion, can be used by researchers. This qualitative technique is projective in nature. Zaltman metaphor elicitation technique how is zaltman. One of the definitions of zmet is zaltman metaphor elicitation technique. This technique, the zaltman metaphor elicitation technique zmet, employs a personal interview to elicit the metaphors, constructs, and mental models that drive customers thinking and behavior. Founded in 1997 and based in pittsburgh, we help leading organizations understand their customers through deep insight. Pdf methodology to capture the content of customer. Gerald zaltman has been named an american marketing association fellow. Pdf methodology to capture the content of customer thought.
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