What can a visual metaphor
tell you about a customer’s thoughts and feelings?

Ethnography and other techniques that typically focus on observing behavior are enhanced by adding ZMET’s ability to delve deep into the minds of consumers. By combining ethnographic methods with the non-directive, image-based ZMET interviewing techniques, we help consumers express their unconscious thoughts and feelings about an experience. Thus, we can uncover the deep emotional drivers of consumer attitudes and behavior that occur “in action” in natural settings such as consumers’ homes.

Two common applications of ZMET in the real world are:

• ZMET Ethnographic interviews: OZA blends the strengths of ethnography—viewing consumers in situ—with in-depth ZMET interviews. This combination captures two things consumers are often unaware of: how they actually behave in a given environment and deeper reasons why they behave this way. The results bring segmentation to life; provide direction on specific execution tactics; and yield insights for new products, product improvement strategies and communications.
• ZMET-based mystery shopping/shop-alongs: Pre-selected consumers interact with all relevant in-store and service touch points and afterwards go through an in-depth ZMET interview about their experiences. The resulting insights provide direction on specific execution tactics, service offerings, and experiential design for retail, restaurant and other service environments.

OZA is able to adapt ZMET to a wide range of research objectives based on the needs of our clients. Please contact us for more information about other possibilities.