1 / 20

The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf

The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf. The Process. ZMET collage made for the D2D fund. Communication applications: Determining the relevance of positioning concepts Developing imagery for mood boards Evaluating message content Fine-tuning of animatics and rough cuts

davidmking
Download Presentation

The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf

  2. The Process ZMET collage made for the D2D fund

  3. Communication applications: • Determining the relevance of positioning concepts • Developing imagery for mood boards • Evaluating message content • Fine-tuning of animatics and rough cuts • Selecting the most effective audio, text or visual cues • Product applications: • Understanding product trial experience • Evaluating new product concepts • Determining meanings of flavors, colors, tactile attributes • Evaluating package designs • Identifying meanings associated with logos or brand names • Other applications: • Creating and evaluating brand (or company) stories • Evaluating policy or program descriptions

  4. Common Types of ZMET Application in the Real World: ZMET Ethnographic Interviews

  5. Common Types of ZMET Application in the Real World: ZMET-based mystery shopping/shop-alongs

  6. Clients

  7. Example of what Special K Cereal might represent for a consumer

  8. Olson Zaltman Associates has been named a research partner for two winners of the ARF 2011 David Ogilvy Awards for Excellence in Advertising Research:-JP Morgan Chase and Company -Toyota

  9. The Future of ZMET

More Related