Zaltmar Metaphor Elicitation Technique

1. PROJECTIVE TECHNIQUES
&
ZMET
TEAM
ATHUL
PARIKSHIT
PRAHARSHITH
PRATHIKSHA
PREETHESH
PRIYANKA

2. PROJECTIVE TECHNIQUES
• Unstructured, indirect form of questioning
• It encourages respondents to project their underlying motivations, beliefs, attitudes, or
feelings regarding the issue of concern
• Respondents are asked to interpret behavior of others
• While interpreting others behavior they project their own motivations, beliefs, motives,
attitude and value.

4. IMPORTANT PROJECTIVE TECHNIQUES
Word Association
Presented with list of words, asked to give
first word that comes to their mind
Completion Test
Respondents are asked to complete an
incomplete sentence of story

5. Construction Test
The respondents are required to construct a
response in the form of a story, dialogue or
description
4. Expression Techniques
In this the people are asked to express the
feeling or attitude of other people.

6. RORSCHACH
TEST

7. The Rorschach
test is a
psychological
test in which
subjects'
perceptions of
inkblots are
recorded and
then analyzed
using
psychological
interpretation,
complex
algorithms, or
Some psychologists
use this test to
examine a person's
personality
characteristics and
emotional
functioning
The test is named
after its creator,
Swiss psychologist
Hermann
Rorschach. In the
1960s, the
Rorschach was the
most widely used
projective test.
Exner system of
scoring, formally
known as the
Comprehensive
System, is now the
standard method in
psychology for
administering,
scoring and
interpreting the
Rorschach inkblot
test.

8. HOW DOES THE RORSCHACH INKBLOT TEST WORK?

11. COMPLETION AND
INTERPRETATION TASKS

12. Given an incomplete sentence,
story, argument or
conversation, and asked to
finish it.
Evoking consumer thoughts
or feelings
Subjects to uncover their inner
perspectives in a way they feel
comfortable with
Unaware of their underlying
motives, aspirations, values
and attitudes
Fear being considered
irrational or stupid
Reluctant to admit to certain
types of behaviour Tend to
offer answers that are socially
acceptable and stereotypical
in an interview situation

13. AMBIGUOUS STIMULI (WITH LITTLE
STRUCTURE)
• Perception may move from one interpretation of the
object to the other
• A character that can be construed in different ways, or
in such a way that the viewpoint appears to fluctuate
• Interpret ambiguous stimuli based on our experiences
and expectations

14. THE THEMATIC
APPERCEPTION
TEST (TAT)
• Examinee is asked to create story about the picture
• Drives emotions, sentiments and personality
• Current situation: What is happening ?
• Thought and feeling of the character
• Preceding: what led to this situation
• outcome

15. SEMI-AMBIGUOUS PICTURES AND SENTENCE
COMPLETION TECHNIQUES
• Tests typically provide respondents with
beginnings of sentences referred as stem
• Provide indications
of attitudes, beliefs, motivations, or other mental
states
• Promotes the respondents to disclose their
concealed feelings

16. BUBBLE EXERCISE
• Which draws out customer idea on buying or
using that product or service
• Empty bubbles are used to show the thoughts of
participants
• Ask to fill in the bubbles based on scene
• Interpretation used to asses users usage imagery
for brand

17. COMPARISON TASKS

18. 2019 GENERAL ELECTION FACE OFF

20. Consumers convey their
thoughts through
comparisons on various
brands
Could relate to anyone- Tv
icon, sports star, a City,
Place, vehicle
E.g.- “ Looking at the people
depicted in the these
pictures, is more likely to eat
Dannon yoghurt”
Why that choice?.... Used to understand imagery
associations

21. CO-BRANDING

23. THE LOUNGE-POSITIONING

24. ZALTMAN METAPHOR
ELICITATION TECHNIQUE
(ZMET)

25. • Below level of awareness
(subconscious mind game)
• A technique for eliciting
interconnected constructs that
influences thoughts and behavior
• Based on the idea “that most
social communications are
nonverbal”

26. THE ZMET STUDY

27. THE ZMET STUDY

29. STEPS OF ZMET

30. • Story telling : Participants describe the content of
each picture
• Missed images : Participants describe the picture
or pictures that they were unable to obtain and
explain their relevance
• Sorting tasks : participants sort pictures into
meaningful groups and provide a label or
description for each group

31. • Construct elicitation: Participants reveal basic constructs and their interconnection
using images as stimuli through the
• kelly repertory grid
• laddering technique
• The most representative picture: Participants indicate which picture is most
representative
• Opposite images: Participants indicate pictures that describe the opposite of the
brand or the task they were given

32. • Sensory images : Participants indicate
what does and does not describe the
concept in terms of color, emotion, sound,
taste and touch
• Mental map : After reviewing all the
constructs discussed and asking
participants whether the constructs are
accurate representation of what they
and whether any important ideas are
missing, researchers ask them to create a
map or casual model connecting the
constructs

33. • Summary image: Participants create a summary image or montage using their own images
to express important issues. Digital imaging technique may be employed to facilitate the
creation of the image.
• Vignette : Participants put together a vignette or short video to help communicate
important

34. ZMET
OUTCOME

35. Advantages of Projective Tests
 If the tests are unstructured it is easy for the respondents to
declare their personality
 It is assumed that the projection is greater than the
stimulus which is almost same to the respondent
 Each and every response given by the respondent explains
the benefits of personality

36. Disadvantages of Projective Tests
Highly trained interviewers and
skilled interpreters are needed.
Interpreters bias can be there. It is a costly method. The respondent selected may
not be representative of the
entire population.

37. WE APPRICIATE YOUR INTEREST AND
COOPERATION