Manu Aggarwal, Meghan Bazaman, Jennifer Burkey, Megan Turner & Annie Winsett

The University of Texas at Austin

Texas Advertising

Advanced Account Planning

The Zaltman Metaphor Elicitation Technique

Pictures Truly Worth a Thousand Words

The Human Unconscious •  Only 5% of thought

that takes place is conscious.

•  The other 95% of thoughts and emotions are unconscious and occur below the surface, though it is permeable.

The Power of Metaphors •  Representation of one thing in

terms of another •  Reveal thoughts that take place

below consciousness •  Form links & similarities to

the familiar •  Leverage concept of “co-creation”

Getting Below the Surface • Deep Metaphors are unconscious

"basic orienting structures of human thought" that affect how people process and react to information or stimuli – They manifest themselves in surface

metaphors in language used in everyday conversation

The Development of ZMET

• Nepal: 1990 – Zaltman asked village

residents to take photos to show others what life was like in Nepal

–  Interviewed two weeks later about the meaning of their photos

The Development of ZMET

• Nepal: 1990 –  Zaltman realized how

images revealed deep understandings into individual’s implicit or tacit assumptions and beliefs

–  How could this realization help gain to consumer insight?

The Development of ZMET

•  People think in visuals/images, not in words

•  Zaltman wondered what results would yield if data was presented in the form that consumers actually experience it

The Development of ZMET

•  The Zaltman Metaphor Elicitation Technique –  A series of steps and non-directive probing that are

designed to elicit metaphors and reveal how a person conceptualizes a given topic

The Development of ZMET

• The ZMET method is modeled after some basic theories of the human mind: – Conscious thoughts occur as images – Most thought, emotion and learning

occur without awareness –  Emotion and reason are equally

important – Cognition is embodied – Memory is story-based and readily

distorted

The Development of ZMET

•  Goal of the ZMET –  Uncover the relevant fundamental structures

that guide people’s thinking about a topic –  To determine consumer’s deep metaphors

ZMET: How It’s Done • 2 hour, one-on-one interview

– A “guided conversation” • Structured around visual images

brought in by interviewee about a given topic

•  Interviewer uses laddering & probing questions to uncover meaning in images

Before the Interview: • Recruit desired sample (approx. 20). • Notify participants 7 to 10 days

prior. • Ask them to bring images relating

to the topic area of interest.

The Interview Process •  Interviewer takes participant through several

steps: –  Step 1 Storytelling –  Step 2 Missed Issues and Images –  Step 3 Sorting Task –  Step 4 Construct Elicitation –  Step 5 Most Representative Image –  Step 6 Opposite Image –  Step 7 Sensory Images –  Step 8 The Mental Map –  Step 9 The Summary Image –  Step 10 The Vignette

*Note: not all steps have to be used with each person

After the Interview •  Interviews are analyzed for common

themes and constructs across participants

• Consensus Map is created from uncovered themes & connections

Mental Maps

Consensus Maps “… An attempt to understand the ‘three mosts,’ i.e.,

most of the thinking of most people most of the time…(44)”

Originator

Destination

Connecter

Case Study: Pittsburgh Children’s Hospital

•  Situation –  Design the hospital to

meet user’s needs. •  Action

–  Interviewed 30 doctors, patients, nurses, parents.

–  Uncovered four insights: transformation, control, connection, energy

•  Result: Hospital design reflected insights and shaped branding message.

ZMET Limitations •  Interviewer training • Time of interview & preparation • Not applicable to large population • Costly start-up investment • Purely qualitative

Strengths of ZMET •  Consumers lead complex lives •  Deep Metaphors Transcendental

Insights •  Technique in same form as communication

–  Research uses images and words, just like ads

Thank You

Any questions?

Sources

Applications in Account Planning

•  Up-Stream Projects –  Understanding consumer’s fundamental needs and

aspirations in specific areas or categories –  New product development –  Understanding specific target groups

•  Mid-stream Projects –  Brand audits and brand positioning –  Concept development –  Communication strategy

•  Down-stream projects –  Advertising and concept development –  Packaging –  Influencing usage behavior