ZMET Technique

CIA 1 Brand Management

Submitted By
Aravindh Ganesh H
1527509
The Zaltman metaphor elicitation technique (ZMET) is a patented market
research tool that elicits both conscious and especially unconscious thoughts
by exploring people's non-literal or metaphoric expressions. It was developed
by Dr. Gerald Zaltman at the Harvard Business School in the early 1990s.
Harini of the first year was interviewed for this assignment. The ten step
process has been followed, for which the respondent chose Motorola Smart
Phone.

Step 1: Storytelling

Image1: Value for Money

Save extra money in a piggy

bank

Image 2: Cute

As cute as a kitten
Image 3: Reliable
As reliable as a grapple hook

Image 4: Compact
As small as a micro hand
device

Image 5: Fast
As fast as a cheetah
 Image 6: Confident
Feel as confident as a
SuperMan

Image 7 : Powerful
Feel powerful as Mike Tyson

Image 8 : Safe
I feel safe when I have my
smartphone with me

Step 2: Missed issues and images

Participant was asked to describe any issues he was unable to find, to describe a
picture representing the issue and explain its relevance.

The participant responded that he was able to pictorially depict all feelings towards
the product.

Step 3: Sorting Task

Participant was asked to sort pictures into meaningful piles and to provide a
descriptive label for each pile, thereby establishing major themes.

Pile 1: Image 2 & Image 4 - As both depicts the physical attributes of the item and
it is considered to drive the comfort of using the device.

Pile 2: Image 3 & Image 5 These two are the unseen yet much desired attributes
of the smartphone by the respondent. They represent the efficiency of the device.

Pile 3: Image 1 - This image stands alone as the participant couldnt relate this with
any other image.

Pile 4: Image 6 Image 7 & Image 8 These images depicts the needs defined by
maslows in various hierarchy.

Step 4: Construct Elicitation

The participant was asked to make interrelationships between pairs of images.

Image 5 Image 8 & Image 2 has pictures of animals to depict the respondents
feeling towards the product

Image 6 & Image 7 has male characters involved in it

Image 3 & Image 1 has aspects related to steel/iron in it

Image 2 & Image 8 has cats in common

Step 5: Most Representative Picture

Participant was asked to select the picture most representative of the brands
image.

The respondent selected the Image 1 as the most representative of the brand and
products image. As she feels it is the value of money which makes her feel satisfied
every time she uses the phone.

Step 6: Opposite Images

The opposite representation of the

product was given by the image where
a person is jumping with his eyes
popped out seeing the bill.

The Other opposite image portrays the

worlds costliest pizza.
 Step 7: Sensory Images
Participants were asked to use other senses (touch, sound, colour and emotional
feeling) to describe what does and does not represent the concept being explored.

Sensory Represent Not Represented

Touch Silky Stone

Sound Musical Noisy

Colour Black Pink

Emotional feeling Happiness Sadness

Step 8: The Mental Map

Value for Money

As reliable as a grapple hook

As cute as a kitten

Using a Motorola Smart Phone Thoughts

As small as a micro hand device

Feelings
As fast as a cheetah
Safe
Happiness

Comfort Melody Powerful

Step 9: The Summary Image

Participants were asked to create a summary image or montage using his/her own
images to express important issues.

The summary image created was of that in which the participant was a pillion rider
on a cheetah ridden by Mike Tyson at 150 KMPH with no seat belts holding a cute
tiny lost kitty in her arms, to return the kitty to its owner, for free of cost.

Step 10: The Vignette

Participants were asked to create a vignette or short video to communication

important issues related to the subject topic.

It was late in the night and I was in a cab heading towards my home. It was raining
since 2 hours and the traffic is jammed. I had an official call to attend from home in
an hour. I was panicked, didnt know what to do. Thats when the notification light
popped on my Motorola smart phone. I switched on the internet and researched
about the topic to talk about in the call. I downloaded the call app and started
attending the call right from the cab. Till then I didnt realise this compact cute
device is so powerful that it can help winning a deal. Yes, it was a sales call and I
won the deal of 1 Million dollar.