The Zaltman metaphor elicitation technique (ZMET) is a market research tool. It is a technique that elicits both conscious and especially unconscious thoughts by exploring people's non-literal or metaphoric expressions. It was developed by Dr. Gerald Zaltman at the Harvard Business School in the early 1990s.

1. ZMET
Zaltman Metaphor Elicitation Technique
Ishrat Naaz | Atif Ghayas | Mohsin Ahmad
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2. ZMET
 The Zaltman metaphor elicitation technique (ZMET) is a market research
tool patented on July 25, 1995.
 ZMET is a technique that elicits both conscious and especially unconscious
thoughts by exploring people's non-literal or metaphoric expressions.
 It was developed by Dr. Gerald Zaltman at the Harvard Business School in
the early 1990s.
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3. ORIGIN
 Zaltman began thinking about the power of using imagery in research while on
vacation in Nepal in 1990.
 Asked the villagers to take pictures that would explain what life was like in their
villages.
 After developing the pictures, Zaltman returned to the village to ask residents to
explain, through an interpreter, the meaning of the photographs.
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4.  The photographers often cut off people’s feet in the photographs. This
was intentional. In Nepal, bare feet are a sign of poverty.
 Zaltman believed that because of the stigma associated with poverty, the
topic likely would not have surfaced had the villages been asked to
describe life in their villages using just words
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5. About Flipkart
 Indian e-commerce company founded in 2007, by
Sachin and Binny Bansal headquartered
in Bangalore, Karnataka.
 considered as the e-commerce company that made
online shopping popular in India.
 According to Alexa Internet, Flipkart's website is one of the top 10 Indian websites.
 Flipkart has launched its own product range under the name "DigiFlip", offering camera
bags, pen-drives, headphones, computer accessories, etc.
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6. Target Customers
 Age : 15 years onwards
 People having Internet connection
 People having Less leisure time
 People who want to be up to date in fashion
 Smaller cities not having major brands presence
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7. RESPONDENT’S COMEBACK
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24. Flipkart can implement these consumer perception to create its print ads
For eg.:
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IMPLEMENTATION

25. AWESOME DEALS. HARD TO RESIST25

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JAW DROPPING
OFFERS AND
DISCOUNTS

27. RECOMMENDED EXTENSIONS
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28.  Products Comparison Site
 Tie Ups with major brands
 Start Its Own Products Range Of Apparels and accessories
 Hotel And Tourism
 Education
 Ekart Can Be A Full Fledged Courier Company.
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29. THANK YOU!
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