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ZMET

What we do...
by

RIchard Smith

on 10 January 2012

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Transcript of ZMET

The Process What are your thoughts
and feelings about..... It starts with a single question.. ... a word or phrase ...corporate social responsibility
...savings
...chocolate
...internet banking
...Brand X ... stimulus - advertising
or positioning .... an experience Respondents
collect pictures Then they tell the
stories behind their
pictures There is a rigorous
analysis process Structured insight which you can apply to your business! We give them a
week to do this... ZMET Zaltman Metaphor Elicitation Technique Other interview steps Expand the Frame Sensory Metaphor Vignette Where are you in this picture? Imagine Brand X was also playing What are you thinking and feeling? What would you say to Brand X? What is the sound of......? What is the taste of......? 6740633793 6740633793 What is the smell of......? Tell us a story to help us understand more about your thoughts and feelings about X Top Down
What are the key themes and frames? Bottom up
How do all the important ideas connect with each other
Full transcript