It involves roughly ten steps from the datagathering process to the final analysis. During the twohour zmet interview, several steps in the zmet method are summarized as follow and shown as fig. It thus focuses on what we say and do below the level of awareness. Employers using this technique analyze jobs and define the skills and qualities that high. A psychological approach to understanding unsustainable tourism mobility article pdf available in journal of sustainable tourism 217. Using the minds eye to create a short story about the research topic zaltman metaphor elicitation technique zmet. Methodology to capture the content of customer thought. The zmet is a qualitative method that uses personal interviews to explore participants. Applying this process to market research helps us to gather a more complete list of consequences and climb towards the hardtoreach values. As a result of this pre interview work, participants arrive for their indepth. Pdf methodology to capture the content of customer. Introduction brand image is the set of beliefs that a customer carries for a particular brand.
Deep metaphors for consumers engaging in social media abstract. Using the minds eye to create a short story about the research topic zaltman metaphor elicitation technique zmet interview step 5. Focus group interview an unstructured, free flowing interview with a small group of people. Zaltman metaphor elicitation technique to identify the theorypractice connection in nurse education net2017 conference globally universities are continuously seeking to understand the voice of student nurses and nurse academicsfaculty to improve the theorypractice connection. Specifically, they are about how you have handled certain work situations. In preparation for the interview, participants are asked several days prior to their interview to collect pictures that represent their thoughts and feelings about the research topic. The zmet interview a the homework assignment 710 days to do collect at least 12 photos or pictures relevant to topic, e. Understanding consumers thoughts and feelings about financial. Zmet combines a projective method with a depth interview.
The clet is an adaptation and extension of the zaltman metaphor elicitation technique zmet. These techniques allowed for a dive deeper into the subjects feeling and uncovered more deeply rooted perceptions and values. A patented interview and interpretation process developed in harvards mind of the market laboratories. Lives using the zaltman metaphor elicitation technique zmet 2014. Zaltman metaphor elicitation technique zmet combines collage research and metaphor analysis to bring to the surface the mental. This technique, the zaltman metaphor elicitation technique zmet, employs a personal interview to elicit the metaphors, constructs, and mental models that drive customers thinking and behavior. Consumption experiences as escape an application of the. The kelly repertory grid and laddering techniques are integral components of the technique, as are visual and other sensory images that. Young nonsmokers insights into graphic health warnings on. Harvard business school professor gerald zaltman is the creator of zmet, a patented market research tool that, as he puts it, lights up the shadows of the unconscious mind. The method involves semistructured, indepth personal interviews centered on visual images that the informant brings to the interview coulter 2006.
The star interview response technique is a way of answering behavioral interview questions. Gerald zaltman at the harvard business school in the early 1990s. Zaltman metaphor elicitation technique semantic scholar. The purpose of this paper is to examine consumers perception of food safety for vegetables at traditional urban market outlets in a developing country context and test whether curiositymotivated information acquisition and personal control over choice of stimuli influence consumer involvement, resulting in more differentiated mental models. I started from the back because i was attracted to the chapters on story, metaphor and memory. The interview is carefully designed to probe various facets of the minds operation, enabling. As a result of this preinterview work, participants arrive for their indepth. Several studies in a variety of areas and countries have demonstrated the ability of zmet to gain deeper insights.
Each zmet interview is a oneonone discussion between the subject and. The zaltman metaphor elicitation technique, a qualitative interview protocol, produces an aggregate construct map that consists of the most important constructs and relationships between constructs mentioned by a particular sample. Laddering is a wellestablished technique from psychology and is typically used to encourage selfanalysis of behavior and motivations. Zmet and laddering are two highly competent techniques employed to. Zaltman metaphor elicitation technique, or zmet, was developed by harvard business school professor gerald zaltman. Laddering is the actual interview technique we can use to uncover the attributes, consequences, and values that the means end chain defines. Zmet explores both conscious and unconscious thought, so we understand people at the deepest level possible. Because zmet data are informantdriven rather than researcher. Projective techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of respondents for inferring about underline motives, urges or intentions which cannot be secure through direct questioning as the respondent either resists to reveal them or is unable to figure out himself. Ethnography we observe and interact with people in their most emotionally relevant environments, and combine that process with zmet methodology for deeper, more nuanced understanding. Robin higie coulter and gerald zaltman 1994,using the zaltman metaphor elicitation technique to understand brand images, in na advances in consumer research volume 21, eds. Deep metaphors for consumers engaging in social media.
Keywords projective technique, consumer behaviour, real estate correspondence details and biographies for the authors are located at the end of the article. To envision a laddering interview, think of the traditional image of a psychologist interviewing a patient, attempting to uncover the root cause of some behavior or problem. Pdf using zmet to construct the consensus map of the users. Exploring the zmet methodology in services marketing. Zaltman metaphor elicitation technique to identify the. The interview is carefully designed to probe various facets of. For this lab, you will explore how marketers use a technique called the zaltman metaphor elicitation technique zmet to uncover the unconscious thoughts and feelings consumers have about products and brands. Zmet is a technique that elicits both conscious and especially unconscious thoughts by exploring peoples nonliteral or metaphoric expressions. Each zmet interview is a oneonone discussion approximately two hours long.
Using zmet to construct the consensus map of the users on. Derived from freudian psychology, zmet is a projective technique. With a whole host of advice on job interview techniques, youll be able to get interview ready fast. This paper aims to explore how the zaltman metaphor elicitation technique zmet can be adopted in services marketing to provide deeper customer experience insights. The intent herein is to contribute to the literature on consumers experiences using the zaltman metaphor elicitation technique zmet. Whether youre trying to figure out what the most common interview questions are, you want to know how to answer second interview questions, or youve got a competencybased interview coming up youll find everything you need to nail your interview training. Twelve taiwanese from generation y were invited to.
The oneonone, facetoface interview takes approximately two to three hours. Behavioral interview questions are questions about how you have behaved in the past. Designmethodologyapproach this paper explores how zmet interviews, which use images selected by the participant to facilitate discussion, can be used by researchers. Zmetzaltman metaphor elicitatio n technique has been used in marketing area extensively. Each zmet interview is a oneonone discussion lasting approximately two hours. Zmet is a hybrid methodology that includes visual images, indepth interviews, the kelly repertory grid, and laddering techniques.
Using a projective technique to investigate students. Using the zaltman metaphor elicitation technique to. In this paper, the zaltman metaphor elicitation technique zmet is proposed to construct the integrated mental model of the users on yahoo auction platforms by utilizing the behavior model of c2c consumer to deeply verbally interview the user peerto. This qualitative technique is projective in nature. This study used the zmet to analyze two samples of students one of black. We also evaluate each technique in terms of criteria that are important across many branding applications. Business school students perceptions of the role of law and ethics in business. Both the elicitation process and subsequent narratives. As a result of this preinterview work, participants arrive for their indepth interview at an advanced stage of thinking. Wilson professor of business administration emeritus at the harvard. There does not seem to be much info on the internet on this technique so i thought i would ask here. An innovative qualitative tool known as the zaltman metaphor elicitation technique zmet was employed to elicit deeper thoughts and emotions of young consumers. Zaltman metaphor elicitation technique zmet is one of them.
The zaltman metaphor elicitation technique zmet is a market research tool. Use of zaltman metaphor elicitation technique zmet to. Nov 02, 2010 the method involves semistructured, indepth personal interviews centered on visual images that the informant brings to the interview coulter 2006. Zaltman metaphor elicitation technique zmet is the first patented market research technique u. Consumer involvement using zmet technique to construct a.
In this report, the authors discuss the development and implementation of a new research tool for understanding customers. Zmet technique in marketing research linkedin slideshare. Anyway, i was just wondering if anyone knew the specifics of what a zmet interview is like. Gerald zaltmanof harvard business school in early 90s. Most of what influences what we say and do occurs below the level of awareness.
Dec 05, 2012 strengths of the zmet interview and suggests areas for future research. But this morning i starting reading about zaltmans metaphorelicitation technique met. It reminded me of repertory grid in that its an interview technique which uses one idea, or trigger, to probe for related ideas. Jan 05, 2015 the purpose of this paper is to examine consumers perception of food safety for vegetables at traditional urban market outlets in a developing country context and test whether curiositymotivated information acquisition and personal control over choice of stimuli influence consumer involvement, resulting in more differentiated mental models. Young nonsmokers insights into graphic health warnings. Pdf methodology to capture the content of customer thought. In this paper, the zaltman metaphor elicitation technique zmet is proposed to construct the integrated mental model of the users on yahoo auction platforms by utilizing the behavior model of c2c consumer to deeply verbally interview the user peertopeer and the nonverbal pictures, photos analysis is also fulfilled at the same time. Zaltman metaphor elicitation technique our patented research method centers around metaphors. Use of zaltman metaphor elicitation technique zmet to analyze brand gap case study on a footwear company bata, india priyanka soni, arushi jamaiyar i. In this study, the zmet data collection method was preferred by all researchers because this methodology would guide interviews while simultaneously allowing. A zmet interview aims to discover how individuals and groups react to the materialistic and metaphorical world on a practical and more philosophical, existential level. In this study we modified the zmet technique to better understand what the internet means to informants. We employed the zaltman metaphor elicitation technique zmet, a patented oneonone indepth interview and analysis approach, available for academic research.
Zmetzaltman metaphor elicitatio n technique has been used in. This technique explores the nonliteral expressions of people to bring out both conscious and especially unconscious thoughts in order to have better understanding of the brand. The method involves semistructured, indepth personal interviews centered on visual images that the informant brings to the interview denzin, 1989. Zaltman metaphor elicitation technique zmet interview step 4 vignette.
University of pittsburgh, 197591 doctoral degree in sociology received from. Zaltman metaphor elicitation technique zmet project spacecraft. Dec 16, 2019 this paper aims to explore how the zaltman metaphor elicitation technique zmet can be adopted in services marketing to provide deeper customer experience insights. The interview techniques included the zaltman metaphor elicitation technique zmet, multiple instances of laddering, and the kelly repertory grid. A new way to talk about the social determinants of health. How to use the zaltman metaphor elicitation technique. A qualitative analysis of slot clubs as drivers of casino. Zaltman the zaltman metaphor elicitation technique 2.
Pdf this paper examines the work done by tourism researchers to. Review on application of zaltman metaphor elicitation technique zmet and laddering methodology article pdf available september 2016. Chapter 6 qualitative research san francisco state. Pdf using zmet to construct the consensus map of the. Results indicate that the opportunities for casino loyalty programs to establish emotional bonds with the customer lie in the capacity of reflecting human qualities in the slot club service delivery process. According to zaltman in pink, 1998 the zmet taps into that which occurs in the human brain that we are not always aware of. This study explores the food perception of young taiwanese consumers, a growing market segment in the restaurant industry. Zaltman metaphor elicitation technique zmet spacecraft. The zaltman metaphor elicitation technique, a qualitative interview. Consumers mental model of food safety for fresh vegetables.