Main Topic: Deep Psychological Metaphors Related to Coffee in a Chinese Cultural Setting

Author: Clyde Warden

The Taiwan Council of Agriculture supported this research to examine the potential for a marketing strategy to increase sales of locally produced Coffee. Professor Warden choose to examine subconscious perceptions of coffee consumption in order to develop a more effective brand strategy. This show covers the details of this research, with an emphasis on localized procedures , such as ZMET (Zaltman Metaphor Elicitation Technique) , deep psychological interviews, laddering, and some other marketing research methodologies in the Chinese context.

Presentation of Research Results (PPT & DOC):

The project final report and PowerPoint presentation can be downloaded here (both in Chinese).