The Zaltman Metaphor Elicitation Technique (ZMET) is a patented (#5,436,830) interview process that blends the strengths of multiple disciplines. ZMET goes beyond what people say… to reveal what they mean.
While most other research techniques record surface-level ideas, ZMET leverages the power of figurative language to find the deeper “whys” that underlie consumers’ interpretations, stories, choices and behaviors.
- Metaphors can reveal the thoughts and feelings that occur below awareness in the unconscious mind.
- People use 5-6 metaphors per minute of ordinary conversation, and each metaphor can reveal a hidden orientation or meaning.
- Humans learn through a metaphoric process of comparing new experiences to prior ones.
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The ZMET Interview
ZMET is a one-on-one interview process that invites participants to find images that represent their thoughts and feelings about a given topic. This is done well in advance of their interview. This process of thinking about and searching for images brings hidden, unconscious thoughts to the surface.
During the two-hour ZMET interview, OZA uses storytelling and other unbiased probing techniques to explore peoples’ thoughts and feelings associated with their images. This unique, non-directive process elicits the metaphors consumers naturally use to frame their thinking, emotions, attitudes and deep needs. At the end of the interview, consumers direct the creation of a digital collage, which is a detailed and meaningful depiction of how they view the topic, whether that topic is a brand, product or general experience.
Metaphor Analysis and Mind Mapping
Deep insight comes from rigorous analysis. ZMET interviews are analyzed in multiple ways to generate two complementary sets of insights.
Understanding why consumers use some metaphors and not others sheds light on how they understand a topic. OZA analyzes images and non-literal, metaphoric language to identify the orienting meanings we call “deep metaphors” that consumers use to structure and frame the topic. Deep metaphors, in turn, shape the consumer decision-making process.
detailed reading of each transcript identifies the core constructs, or thoughts and feelings people have, and the important associations among them. The resulting “mind map” can show surprising reasons why consumers believe and behave the way they do – and provides a strategic playing field for client decision-making. |
