ZMET® Zaltman Metaphor Elicitation Technique A brief Overview
Creating Perceptions doesn’t work like this. Changing thoughts and behaviors doesn’t work like this. Impacting consumer behavior definitely doesn’t work like this.
The human mind – and decision-making – is rooted in different layers. … and KEY layers are not consciously accessible.
ZMET® is effectively used to interview the “Other You” of the Consumer… … and understand how the subconscious creates and guides conscious interpretation and behavior!
The Consumer’s mind is a myth, they talk in one way, and act in another. Verbal answers is just toe tipping the surface level of consumers minds. Consumers buy your products but pay for the experience, consequently communication is mostly off-target!
Every consumer wears a “mental mask”, by nature People’s true perceptions, experiences and motivations are deeply hidden and mostly cannot be articulated. Business using traditional research inevitably only communicate towards their consumer’s mask. The problem is, the mask does not make the decision!
We fail to see the HUMAN being! We inevitably fail to understand her real thoughts, feelings, experiences and perceptions. And the critical elements that really drive her decisions and behavior.
Words are not the same as thoughts Thoughts are activations of neural networks, which words cannot completely describe – thoughts are visual, not language. Lots of information, especially critical subconscious experiences are lost in verbal descriptions & rationalization
Human thinking is expressed in Metaphors – we experience the world around in metaphorical processes Metaphors and re-presentative thought processes help us tap into consumer’s deep emotions and experience spaces. We translate these deep findings into actionable marketing strategy, positioning and communication!
Patented technique to dig deep into the consumer’s Mind. Uncovers real experiences and motivations – those that drive consumer behavior! Developed by Harvard Business School Marketing Professor Gerald Zaltman ZMET® Insight then transferred into actionable Strategies to activate motivations, “engineer” perceptions, experiences and to influence behavior TMRC uses ZMET® in exclusive license in Greater China, Thailand, India, and other SE Asian markets. ZMET® - Zaltman Metaphor Elicitation Technique Deep Dive into subconscious & conscious consumer perceptions and motivations
Brief Overview of the ZMET® Interview Process ZMET® Z altman M etaphor E licitation T echnique
The ZMET interview ZMET Overview: Each ZMET interview is a one-on-one discussion lasting approximately two hours. 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. As a result of this pre-interview work, participants arrive for their in-depth interview at an advanced stage of thinking. “ Please collect 6 to 8 pictures that express your thoughts and feelings about [the topic of exploration]”
The ZMET® interview is carefully designed to probe various facets of the mind’s operation, enabling the consumer to be more explicit about their implicit thoughts and feelings This also engenders the surfacing of important but often hidden drivers of behaviour The ZMET interview
Steps in the ZMET® Process Storytelling – key associative and re-presentative elements and themes that rule the conscious and subconscious experience of the research topic Missing Themes Expand the Frame Sensory Explorations Vignette Digital Collage – the visualized thought experience
S urface expressions point to hidden patter n s underlying human thought . These patterns are called Deep Metaphors ™ They are fundamental categories of human experience that shape everyday decision-making. The ZMET “Deep Metaphor™”
What are Deep Metaphors? Deep Metaphors are the Mind’s first and subconscious responder to any stimulus biological reactions to events or circumstances unconscious and precede conscious thoughts and feelings hardwired or instinctual, few in number and universal
Deep Metaphors™ rule the Human Mind’s fundamental thought processing system Technical definition A fundamental orienting structure of thought that operates automatically and unconsciously Working definition A viewing lens; a basic but powerful way of seeing the world CHINA - Whiskey: Allows me to restructure and simplify my thoughts Container Journey Surprise-filled “Journey” experience during consumption of light and crispy wafer-chocolate snacks Reconnecting with my youth: anti-aging crème products Connection THAILAND - Whiskey: Creates Container of intimate and protective friendship Container
Deep Metaphor Example in Advertising
By controlling the unconscious frame of “Michelin tires as a CONTAINER for your loved ones ,” Michelin helped consumers to see and feel key emotional benefits.
Michelin thereby was able to establish and sustain a 30% price premium for its tires.
The importance of Mental Frames created by Deep Metaphors: BOTH executions communicate SAFETY and both are based on the Deep Metaphor of CONTAINER – surely the “safety feel” is different? The Marketing / Communication Theme is different, because the mental frame is different!
ZMET® Mind Map
Mind Maps represent bundles of thought, or constructs, that many consumers share regarding a specific subject
A particular thought never stands alone… individual thoughts bundle together in the mind and work in partnership with behavior
The map captures the socially shared, connected constructs that are most prominent
The construct associations illustrated in a Mind Map represent how consumers currently think about a topic
In this sense, a Mind Map serves as the “anatomy” of the mind of the market
Brief Case study on using ZMET® to understand how consumer’s perceive and a motivated by a certain Brand Message / Positioning Theme Objective: Understand consumers’ subconscious perceptions of natural beauty and naturally beautiful hair Insight Translation into tangible communication For this project, ZMET® dug deep into the consumer’s experiences and perceptions of “naturally beautiful hair” Note: Case Study used with permission from Unilever
Healthy Shiny / Bright Balanced diet Black Feel more natural Motion Shows overall body is healthy Look / feel more energetic Gives me the look I desire Feel calm, relaxed Clean Care for my hair Smooth Look more beautiful, attractive Feel comforted Straight I am more loved Look younger Shows I am a caring person Brings me closer to others Changeable Have positive influence on others Self - confidence Feel happy Feel more successful More power / control over others I show myself more What we learned from the ZMET® Mind Map On an emotionalized functional level: the element of “motion” is the key element that creates consumer’s subconscious experience of having “naturally beautiful hair”
Energetic and Lively Flowing What kind of Motion defines “naturally beautiful”? Within the context of a Woman’s “naturally beautiful hair”: the Motion of a Woman’s Hair has an Energetic Liveliness and a Smooth Flow
Consumers’ deep Motivations which impact their behavior don’t get lost in translation anymore:
“ Normal methods only help us get facts, which is the surface of the iceberg. TMRC’s ZMET® really gets true insights deep down in consumers’ minds , an into their real feelings which they normally cannot articulate. We have been using ZMET® successfully to launch new brands and re-launch brands in China . As a client, I cannot find anything better than ZMET®.”
Joanna Wang, VP Beauty Care, Unilever China (2006)
The Deep Metaphors of RESOURCE and FORCE define “Motion” in Hazeline .Shampoo “Naturally Beautiful Hair” TVC. On an executional level, note how every single hair shot shows moving hair - fluttering strands of hair, filled with energy, brushed by windy breeze, in a “resource-infused” manner, and using a water fountain cue… This TVC put the brand back onto an 18% / annum growth path
www.tmrcresearch.com TMRC Thailand: 2 Ploenchit Center, G Floor, Sukhumvit Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674 TMRC China: Shanghai: Floor s 2-3, Bldg. B, No 1000, Chang Ping Road, Shanghai 200042, China 上海市昌平路 1000 号 B 座 2-3 楼 Tel: +86-21-6218-3377 Fax: +86-21-6271-1217 Beijing: Studio 210, 3 Guang Qu Rd, Image Base Art Studios, Beijing, China 北京市朝阳区广渠路 3 号竞园艺术家工作室新 20-210 室 TMRC India: 123, 1 st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, India Tel: +91 124 4609906 Fax: +91 124 4609900