Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
"A lot goes on in our minds that we're not aware of.  Most of what influences what we say and do occurs below the lev...
<ul><li>Professor at Harvard Business School </li></ul><ul><li>Member of the Executive Committee of Harvard University's M...
W What do you see?
What do you see?
<ul><li>Average of  30,000  items on shelves of American supermarkets </li></ul><ul><li>Introduction of 17,000 new product...
Research  A Brief History
<ul><li>1990 vacation in Nepal  </li></ul><ul><li>Asked village residents to take pictures </li></ul><ul><li>Assignment:  ...
Class Activity
<ul><li>Time  </li></ul><ul><li>Pre-interview </li></ul><ul><li>Sensory, visual and non-verbal </li></ul><ul><li>Steps </l...
<ul><li>Story Telling  </li></ul><ul><li>Missing Pictures </li></ul><ul><li>Triad Task </li></ul><ul><li>Metaphor Probe/Ex...
<ul><li>Time  </li></ul><ul><li>Software </li></ul><ul><li>Constructs  </li></ul><ul><li>Create consensus maps  </li></ul>...
Women:  The Panty hose Haters <ul><li>First question:  What are your thoughts and feelings about buying and wearing panty ...
Women:  The Panty hose Haters Feeling of being thin and tall  Embarrassment caused by stocking runs Feeling strangled  Lux...
<ul><li>Zaltman introduces several concepts: </li></ul><ul><ul><li>Mental model – a set of thoughts formed when neural clu...
<ul><li>Humans think in images, not words.  Most research tools, according to Zaltman, are “verbocentrics.”  </li></ul><ul...
<ul><li>Speaking time  </li></ul><ul><li>Multiple steps, reduces chance of missing key ideas </li></ul><ul><li>Dominant pa...
<ul><li>What companies are taking advantage of this research technique?  </li></ul>Application:  Account Planning  200 stu...
<ul><li>Why the ZMET?  </li></ul><ul><ul><li>The consumer is in control, not the researcher (unlike focus groups, gather o...
<ul><li>The downsides </li></ul><ul><ul><li>Respondent fatigue </li></ul></ul><ul><ul><li>Interviewer must be very experie...
Application:  Account Planning
Application:  Account Planning
Application:  Account Planning
<ul><li>Effective form, but costly and time-consuming </li></ul><ul><li>Limited to amount of data collection </li></ul><ul...
<ul><li>As an account planner, would you suggest the ZMET technique to your team over a focus group? </li></ul><ul><li>Are...
Prochain SlideShare
Chargement dans…5
×

The Zmet Technique

41 931 vues

Publié le

This presentation was created in a graduate course, Advanced Account Planning, to serve as a reference for teaching the basics of the Zmet technique.

Publié dans : Formation, Business, Technologie
  • How can I improve my memory before an exam? How can I improve my study skills? learn more... ◆◆◆ https://bit.ly/2GEWG9T
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • System for lasting clear skin, How to get flawless complexion ex-sufferer reveals his secrets ▲▲▲ http://t.cn/AiWGkfA8
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Did You Get Dumped? Do you still want her back? If you act now, I can help you.  http://goo.gl/FXTq7P
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT, ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

The Zmet Technique

  1. 1. &quot;A lot goes on in our minds that we're not aware of. Most of what influences what we say and do occurs below the level of awareness. That's why we need new techniques: to get at hidden knowledge - to get at what people don't know they know.” - Zaltman The Zaltman Metaphor Elicitation Technique
  2. 2. <ul><li>Professor at Harvard Business School </li></ul><ul><li>Member of the Executive Committee of Harvard University's Mind, Brain, and Behavior Interfaculty Initiative. </li></ul><ul><li>Co-founder and senior partner in the research based consulting firm of Olson Zaltman Associates </li></ul><ul><li>Ph.D in sociology, MBA from University of Chicago </li></ul><ul><li>Wrote - How Customers </li></ul><ul><li>Think: Essential Insights into </li></ul><ul><li>the Mind of the Market and </li></ul><ul><li>Marketing Metaphoria: </li></ul><ul><li>What Deep Metaphors Reveal </li></ul><ul><li>about the Minds of Consumers </li></ul>The Zaltman Metaphor Elicitation Technique Patent Issued: July 25, 1995
  3. 3. W What do you see?
  4. 4. What do you see?
  5. 5. <ul><li>Average of 30,000 items on shelves of American supermarkets </li></ul><ul><li>Introduction of 17,000 new products a year* </li></ul><ul><li>We do not think rationally about what we buy </li></ul><ul><li>“ The knowledge of what we need lies so deeply embedded in our brains that is rarely surfaces” – Zaltman </li></ul>How do we attract customers who see everything differently?
  6. 6. Research A Brief History
  7. 7. <ul><li>1990 vacation in Nepal </li></ul><ul><li>Asked village residents to take pictures </li></ul><ul><li>Assignment: assume you’re going to leave this village and move somewhere else. You want to tell people about the life that was here, what pictures would you take to show them? </li></ul><ul><li>Feet cut off </li></ul><ul><li>Marketing through pictures </li></ul><ul><li>Words, but also visual metaphors </li></ul>The Creation of the ZMET Technique
  8. 8. Class Activity
  9. 9. <ul><li>Time </li></ul><ul><li>Pre-interview </li></ul><ul><li>Sensory, visual and non-verbal </li></ul><ul><li>Steps </li></ul>The ZMET Technique
  10. 10. <ul><li>Story Telling </li></ul><ul><li>Missing Pictures </li></ul><ul><li>Triad Task </li></ul><ul><li>Metaphor Probe/Expand the Frame </li></ul><ul><li>Sensory (Non-Visual) Metaphors </li></ul><ul><li>Vignette </li></ul><ul><li>Digital Imaging </li></ul>The Seven-step Process
  11. 11. <ul><li>Time </li></ul><ul><li>Software </li></ul><ul><li>Constructs </li></ul><ul><li>Create consensus maps </li></ul>Analysis of the ZMET
  12. 12. Women: The Panty hose Haters <ul><li>First question: What are your thoughts and feelings about buying and wearing panty hose?” </li></ul><ul><li>Next: Photo collection </li></ul><ul><li>Then: Two-hour discussion </li></ul>
  13. 13. Women: The Panty hose Haters Feeling of being thin and tall Embarrassment caused by stocking runs Feeling strangled Luxury
  14. 14. <ul><li>Zaltman introduces several concepts: </li></ul><ul><ul><li>Mental model – a set of thoughts formed when neural clusters influence each other; used to process information from and respond to an abstract event. </li></ul></ul><ul><ul><li>A road map that identifies communities and their connecting routes. </li></ul></ul><ul><ul><li>Consumers encounter this when they need to contemplate a decision. </li></ul></ul>The Power Of Metaphor
  15. 15. <ul><li>Humans think in images, not words. Most research tools, according to Zaltman, are “verbocentrics.” </li></ul><ul><ul><li>Conscious thought – thoughts that we can articulate because we are fully aware of our own existence, sensations and cognition. </li></ul></ul><ul><ul><li>Unconscious thought – thinking outcomes of which we are unaware or vaguely aware and struggle to articulate, mental activity outside conscious awareness. </li></ul></ul><ul><li>Metaphors stimulate the workings of the human mind. </li></ul>The Power Of Metaphor
  16. 16. <ul><li>Speaking time </li></ul><ul><li>Multiple steps, reduces chance of missing key ideas </li></ul><ul><li>Dominant participant in focus groups </li></ul><ul><li>Socially acceptable answers </li></ul>Beyond the focus group and survey
  17. 17. <ul><li>What companies are taking advantage of this research technique? </li></ul>Application: Account Planning 200 studies @ $75,000 each
  18. 18. <ul><li>Why the ZMET? </li></ul><ul><ul><li>The consumer is in control, not the researcher (unlike focus groups, gather own pics, develop own insights). </li></ul></ul><ul><ul><li>Use of metaphor helps uncover the importance of non-visual sensory images </li></ul></ul><ul><ul><li>Reduces problem of consistency </li></ul></ul><ul><ul><li>Pays attention to cognitive and emotional sides of the brain </li></ul></ul>Application: Account Planning
  19. 19. <ul><li>The downsides </li></ul><ul><ul><li>Respondent fatigue </li></ul></ul><ul><ul><li>Interviewer must be very experiences </li></ul></ul><ul><ul><li>Cost, time </li></ul></ul><ul><ul><li>Matter of opinion </li></ul></ul><ul><ul><li>Can not change perception </li></ul></ul><ul><ul><li>No key insight into media channels or different sets of buyers </li></ul></ul><ul><ul><li>Does not offer perceptions on brands relative to competitors </li></ul></ul>Application: Account Planning
  20. 20. Application: Account Planning
  21. 21. Application: Account Planning
  22. 22. Application: Account Planning
  23. 23. <ul><li>Effective form, but costly and time-consuming </li></ul><ul><li>Limited to amount of data collection </li></ul><ul><li>Companies are starting to see the importance of visual over verbal stimulants </li></ul>Takeaways
  24. 24. <ul><li>As an account planner, would you suggest the ZMET technique to your team over a focus group? </li></ul><ul><li>Are there any products or services you can think of that would not benefit from the ZMET? </li></ul>Discussion

×