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"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

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<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

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W What do you see?

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What do you see?

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<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?

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Research A Brief History

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<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

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Class Activity

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<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

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<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

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<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

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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>

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Women: The Panty hose Haters Feeling of being thin and tall Embarrassment caused by stocking runs Feeling strangled Luxury

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<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

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<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

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<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

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<ul><li>What companies are taking advantage of this research technique? </li></ul>Application: Account Planning 200 studies @ $75,000 each

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<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

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<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

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Application: Account Planning

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Application: Account Planning

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Application: Account Planning

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<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

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<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