Sie sind auf Seite 1von 2

ZMET(ZALTMAN METAPHOR ELICITATION TECHNIQUE)

ZMET (Zaltmen 1997, Zaltman & Coutler, 1995) is a technique developed in the early 1990s to understand customers by eliciting metaphors that reveal important aspects of their underlying mental model. It focuses on cues from non-verbal form of communication, which make up 90% of our overall communication of everyday life. By incorporating laddering techniques into ZMET interviews, the method is capable of building the connections found in a traditional laddering study. By using the strength of metaphor elicitation, ZMET goes further to describe, in the voice of the respondent, the meaning of the concepts and ideas in the mental model. Further, by using metaphor as a research tool, ZMET can help us deeply understand the linkages themselves that form the consumers mental structure (both thoughts and feelings). This allows the researcher the opportunity to look at the data in a more varied and deeper ways than through a traditional laddering study. A researcher using a ZMET approach can develop a rather rich mental model and explore the meanings associated with specific subsections of a hierarchical value map or a consensus map of consumers mental model. WHY ZMET? The control is in the hands of respondent and not researcher. Use of metaphor helps uncover the importance of non-verbal sensory images. Hidden feelings and thoughts are revealed. Detailed study so more reliable. Reduces problem of consistency. Pays attention to cognitive and emotional sides of the brain.

ZMET PROCESS The interviewees were introduced to the subject i.e. Mercedes Benz. Question regarding perception of the brand and its offerings were placed and left to interview for interpretation. Interviewees were asked to collect eight to 10 photos, advertisements, drawings and other visual media related to how they interprets the question. They were given one day to think about the question and select their material. A total of 6 interviewees were selected and their interviews (laddering) were scheduled for different times so each interviewee can be spoken to individually. Each interviewee was asked to describe why each picture represents the concept, question or answer to the question he was asked to think about. He was encouraged to get active and tell stories related to the pictures. He was probed to ascertain the key concepts in the stories he told. The interviewee was asked to describe any ideas related to the question he was not able to find pictures of and he was asked to describe the kinds of pictures that would represent those concepts. Three-four random images from among those provided by the interviewee were selected. He was asked to tell you how two of the pictures were similar/different and how the third was different/similar than the first two in how they relate to the topic or question. One of the pictures was selected and the interviewee was asked to describe what other actions might be going on in the scenes that are not included in the picture. He was asked to imagine himself and other people and objects in the scene pictured, what he would do and how they would feel. He was then asked why those other people or things would be significant to him. The interviewee was asked to describe the question or concept in nonvisual metaphors. He was asked to describe a short movie or scene relating to the concept or question.

A digital collage of the images was created. The collection was used to further understand the thoughts in relation to one another. Important attributes mentioned by him were listed down. The same was repeated for all interviewees.

Das könnte Ihnen auch gefallen