What is a deep metaphor?
Deep metaphors are basic frames or orientations we have toward the world around us. They are “deep” because they are largely unconscious and universal. They are “metaphors” because they recast everything we think about, hear, say, and do.
What is a marketing metaphor?
Marketers use metaphors extensively in their persuasive communications to consumers. These metaphors make implicit or explicit statements or suggestions that a product, service, brand, or company is some unique idea or concept. Marketing metaphors can have linguistic, visual, and/or symbolic components.
What is ZMET approach?
ZMET is a technique 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.
Why is ZMET important?
ZMET is especially effective in helping consumers uncover hidden or tacit knowledge–understandings they didn’t know they had. * ZMET is a patented process. Any use of the process or its constituent elements is prohibited unless under license or by written permission of the patent holder.
What are the 7 deep metaphors?
According to Zaltman and Zaltman (2008), there are seven deep metaphors: balance, journey, transformation/change, container, connection, resource and control. Thru the use of ZMET in some twelve thousand interviews in over thirty countries surfaced these metaphors.
How many metaphors are there in Zmet according to Zaitman?
Thus the authors use the ZMET to probe and analyze the nonliteral expressions of one’s deep metaphors. According to Zaltman and Zaltman (2008), there are seven deep metaphors: balance, journey, transformation/change, container, connection, resource and control.
How do you do a Zmet interview?
First, participants are asked to widen the frame of one or more selected pictures and describe what else might enter the picture that reinforces the original idea. They may also be asked to imagine themselves in the picture, and to discuss what might be taking place and what they are thinking and feeling.
How many metaphors are there in ZMET according to Zaitman?
How does ZMET differ from interviews and focus groups?
Each ZMET interview is a one-on-one discussion approximately two hours long. (This contrasts with an average “speaking time” in a focus group of approximately 10 to 12 minutes per participant.)
How are metaphors used in a ZMET analysis?
Metaphors are fundamental to human thought– without metaphor learning and thinking cannot occur. They occur in different forms in ZMET analyses: visual images, sensory images, constructs on the consensus map, “surface level” metaphors, thematic metaphors, and deep metaphors.
What do you need to know about ZMET?
ZMET is a pioneering technique that for over 20 years has revealed what is hidden even from consumers’ themselves — their unconscious thoughts, feelings, needs and desires. When you know what was unknown, you have a comprehensive map to connect deeply with your consumers.
Who is the inventor of the Zaltman metaphor elicitation technique?
Jump to navigation Jump to search. The Zaltman metaphor elicitation technique (ZMET) is a market research tool. ZMET is a technique 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.
How is Zaltman’s metaphor used in research studies?
Research study participants are usually asked to collect a set of pictures that represent their thoughts and feelings about the topic of interest. Zaltman cites prominent researchers like Steven Pinker and Antonio Damasio to support his claim that humans think in images – often in the form of visual images – rather than in words.