1ZMETZaltman Metaphor Elicitation Technique

Ishrat Naaz | Atif Ghayas | Mohsin Ahmad

2ZMET

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.

3ORIGIN

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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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

5About 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.

6Target 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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RESPONDENT’S COMEBACK

8FASTER SHOPPING

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DELIVERY ANYWHERE

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CONVENIENCE

11FASTDELIVERY

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PIONEER

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24x7 SHOPPING

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RELIABILITY

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SAVES MONEY

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CHOICES

17CUSTOMERSATISFACTION

18EASY ACCESS

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STRESS FREE SHOPPING

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VARIETY

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FREE HOME DELIVERY

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INSTANT FEEDBACK

23LATEST OFFERSINFORMATION

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Flipkart can implement these consumer perception to create its print ads For eg.:

IMPLEMENTATION

25AWESOME DEALS. HARD TO RESIST

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JAW DROPPING OFFERS AND DISCOUNTS

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RECOMMENDED EXTENSIONS

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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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THANK YOU!