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    The ZMET (Zaltman Metaphor Elicitation Technique) project is an exercise that has students work in small groups to better understand consumers' perceptions of brands. Each student selects pictures representing their thoughts and feelings about a randomly assigned brand without including the product or name. In their groups, students take turns explaining their pictures, discuss sensory impressions of the brand, and identify themes to create a collage and presentation about the brand's meaning and how marketers could communicate to consumers.

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    The ZMET (Zaltman Metaphor Elicitation Technique) project is an exercise that has students work in small groups to better understand consumers' perceptions of brands. Each student selects pictures representing their thoughts and feelings about a randomly assigned brand without including the product or name. In their groups, students take turns explaining their pictures, discuss sensory impressions of the brand, and identify themes to create a collage and presentation about the brand's meaning and how marketers could communicate to consumers.

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    © All Rights Reserved
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    Flag for inappropriate content
    96 views6 pages

    Zmet Technique PDF

    Uploaded by

    Ayush Jaiswal
    The ZMET (Zaltman Metaphor Elicitation Technique) project is an exercise that has students work in small groups to better understand consumers' perceptions of brands. Each student selects pictures representing their thoughts and feelings about a randomly assigned brand without including the product or name. In their groups, students take turns explaining their pictures, discuss sensory impressions of the brand, and identify themes to create a collage and presentation about the brand's meaning and how marketers could communicate to consumers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 6

    Zaltman Metaphor Elicitation

    Technique (ZMET) Project


    ZMET = Research technique developed by Dr. Gerald
    Zaltman that uses visual and sensory images to help
    better understand the meanings of brands.

    [Harvard Business Review Interview with Zaltman (via


    YouTube):
    https://www.youtube.com/watch?v=NQzYclR8ufM]

    Traci Pierce
    Campbell University
    ZMET Project
    Collaborative, small group exercise provides students
    with deeper understanding of ZMET and consumers’
    perceptions of brands.

    —  Write well-known brand


    names on slips of paper
    (x 3).

    —  Mix them up & let


    students take slip out of
    hat or bowl
    ZMET Project
    —  Individually, students
    gather five pictures
    (original, web, magazine, or other source) that
    represent their thoughts & feelings about
    brand.
    ◦  Pictures should not have the product itself or
    brand name in them.
    ZMET Project
    —  Collectively, students work in their groups to:
    1.  Take turns explaining images chosen;
    2.  Discuss sensory images (sight, scent, sound, taste,
    touch) that come to mind about the brand;
    3.  Identify metaphors or themes that emerge from
    group discussion of brand;
    4.  Choose most meaningful pictures & create a collage;
    5.  Present or write detailed description of each image,
    its meaning, & any metaphors that emerged; and
    explain how marketers might use information
    gathered to communicate the brand more effectively
    to consumers.
    Example Collage for Pepsi

       

        
    Example Collage for Google

       

        

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