The ZMET technique involves having participants select pictures that represent their thoughts and feelings about a topic and then describing the pictures. For coffee brand research using ZMET, a participant selected pictures related to relaxation, socializing, caffeine boosts, and social status. The pictures were sorted into piles representing different themes. The participant indicated a picture of social status best represented the brand image. Sensory descriptions of the brand highlighted smoothness, rich smell, and happiness. The technique provided insights into unconscious perceptions of the coffee brand.
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INTRODUCTION:
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. Research study participants are usually
asked to collect a set of pictures that represent their thoughts and feelings about the
topic of interest. The goal of the ZMET interviews and analysis is to uncover the
relevant fundamental structures that guide people’s thinking about a topic.
ZMET research was critical to the launch of the odor-removing
spray, Febreze by Procter & Gamble.
ZMET has been used in academic and not-for-profit environments to study a range of
topics including the experience of attending a county fair, mountain biking, how
women recover from substance abuse, the relationship between video game players
and their avatars, how Americans are dealing with the economic crisis, and the value
of an insight in the workplace.
PROCESS:
Step 1: Storytelling
Participant was asked to describe the feeling that he relates with the brand and to find out
images that represent those feelings.
Picture 1: Helping to stay awake at night Picture 2: Stress reliever after a tiring day
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Picture 3: Best drink to socialize with friends Picture 4: Helps to relax while reading a book
Picture 5: Caffeine boost Picture 6: Everyday addiction
Picture 7: Aroma of rich coffee beans Picture 8: Makes me feel happy after having a
cup of coffee
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Picture 9: Sense of social status Picture 10: Best way to ask a girl out on a date
Picture 11: Makes me feel like I’m at a Café Picture 12: Makes me look cook and matured
Step 2: Missedissues 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 unable to pictorially depict the Premium-ness of the
brand compared to other coffee makers and also the richness in flavor of the coffee. The
way sipping a cup of Nescafe coffee awakened all his senses and gave a special feeling was
hard to be captured in an image.
Step 3 & Step 4: Sorting Task & ConstructElicitation
Participant was asked to sort pictures into meaningful piles and to provide a descriptive label
for each pile, thereby establishing major themes and also to make relationships between pairs
of images.
Pile 1: Pictures 2, 4 & 8 can be clubbed together as all of them depict the sense of relaxation
and happiness one gets from drinking coffee.
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Pile 2: Picture 9 & 12 can be grouped together as both of them portray an upper class lifestyle
and also enhance the social status and coolness of the person having this particular brand of
coffee
Pile 3: Picture 5 & 6 look similar as both of them are related to the caffeine addiction that
coffee is famous for.
Pile 4: Picture 3 & 10 can be grouped together as both of them showcase a social setup where
one haves a quality time with friends and loved ones over a cup of coffee.
Pile 5: Picture 1 is unrelated to any of the other pictures.
Step 5: MostRepresentative Picture
Participant was asked to select the picture most representative of the brand’s image.
The respondent selected Picture 9 as the most representative of the brand and products image
as he feels that Nescafe is made from the best of the coffee beans. It is a Premium coffee
which is a signage to others that they are able to afford coffee at such price points; hence
gratifying them with a sense of social status.
Step 6: Opposite Image
Participants were asked to describe pictures that represent the opposite of the brand’s image.
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The opposite representation of the product was given by the image of a group of people
exercising who after getting tired and worked out would consume anything from water to a
fresh juice or a cold drink to quench their thirst.
Step 7: SensoryImages
Participants were asked to use other senses (touch, taste, smell, color and emotional feeling)
to describe what does and does not represent the concept being explored.
SENSORY REPRESENT DOES NOT REPRESENT
Touch Smooth Rough
Taste Bitter Sour
Smell Rich Coffee Floral
Color Brown White
Emotional Feeling Happiness Sadness
Step 8: The Mental Map
The participant was invited to create a map or a “causal model” using the constructs that were
elicited.
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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 is asking a girl out on a date
where they both go to a Café and relax and have a deep meaningful conversation over a cup
of coffee.
Step 10: The Vignette
Participants were asked to create a vignette or short video to communication important issues
related to the subject topic.
“Every Saturday evening, I’d invite over some of the biggestcelebrities of B-Town to my home
to have a chat over a cup of rich Nescafé coffee. The invited guests would get a break from
their busy lives and relax and open up about themselves over a cup of Nescafé coffee; the
guests as well as the coffee both being very classy and sassy. We’d gossip about everything
and anything related to Bollywood and have a wonderful time.“
Ah! Only if I were the great Karan Johar to host such people at my beautiful studio.
