- ZMET(Zaltman Metaphor Elicitation Technique) is a marketing research method that focuses on the significance of consumers' nonverbal communication. It was initially developed by Gerald Zaltman from Harvard University and Robin Heidi from the University of Connecticut.
An article related to this method was first featured in the American magazine, "Journal of Advertising Research", and has been applied, tested and revised by the world's major marketing research institutions. - From the beginning SMIS embraced the original methodology of ZMET and tested and analyzed the research results in Japan, referring at the same time to research results reported from around the world. From this experience, SMIS developed the Metaphor Elicitation Method.
- The Metaphor Elicitation Method uses metaphors (as well as associations, analogies and comparisons) to analyze the nonverbal, neuro-imaging patterns of the consumers and samples the correlation as a mental model.
- Consumers are asked to select pictures or photographs that they associate with the test object (brand/ product/ service etc.). In order for the interviewer to access the consumers' subconscious minds, they are then asked the reasons why the pictures and photographs have been selected in relation to the test object.
- Analysis is based on the answers and words given by the interviewees about pictures and photographs as well as on the result of laddering questioning. Finally, researchers draw up a consensus map, which links all the compositional units in the subconscious.
- The subconscious mind, which cannot be understood by conventional interviews, is more easily accessible through the use of metaphors. As a result, thoughts and needs can be elicited.
- By shedding light on deeper thoughts, behaviors and experiences that may not be directly related to the test objects, we can understand the subtext of the decision-making process for brands and services.
- The consensus map allows us to understand the correlation between image compositions and the test object, and interpret consumer minds more insightfully.
- Pictures and photographs that represent the "feelings" become useful clues when developing ideas for new advertisements.
- Brand Analysis
- Workshop Style Solutions
- Mind Network Method
- Metaphor Elicitation Method
- Persona Analysis
- Implicit Association Test
- Affect Misattribution Procedure
- Retail Support
- Mystery Shoppers
- Advertising Test(MSW)
- SOCO™(Morpace)
- B-Link™(Morpace)
- SQES
- Data Mining
- Spice
