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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

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The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf

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  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

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