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 presentation 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 (Video & Audio):

This is the final report to the Ministry of Agriculture who sponsored Prof. Warden's research into marketing strategies for Taiwan domesticly produced coffee. The presentation is in Chinese. 

Length: 31 minutes.

Summary Images from ZMET:

Category: Research Videos

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