The ZMET technique involves having participants select pictures that represent their thoughts and feelings about a topic and then describing the pictures. For coffee brand research using ZMET, a participant selected pictures related to relaxation, socializing, caffeine boosts, and social status. The pictures were sorted into piles representing different themes. The participant indicated a picture of social status best represented the brand image. Sensory descriptions of the brand highlighted smoothness, rich smell, and happiness. The technique provided insights into unconscious perceptions of the coffee brand.