Zaltman Metaphor Elicitation Technique (ZMET)

ZMET is a structured, qualitative research technique that uses metaphors to explore the deeper, unconscious perceptions and feelings that people have around a particular topic. The process begins by asking participants to generate tangible metaphors that convey their feelings, thoughts and reactions to the subject of inquiry. From those metaphors, patterns and themes are identified to uncover deeper insights. ZMET can be used to understand brand awareness, explore deep values and motivations, and identify important concepts and connections. The technique can be used to gain a richer understanding of customer experiences, challenges and opportunities.