ZMET Steps: A Quick Overview

Author: Norm Lambert

The Zaltman Metaphor Elicitation Technique (ZMET) is a powerful marketing research tools that can be used in the context of qualitative theory building, such as grounded theory. Deep metaphors related to brands or social phenomenon can be uncovered. The data resulting from deep interviews is perfectly suited for input to XSight or NVivo.

Presentation of Research Results (Video & Audio):

This presentation was given at LDS Taichung main office as part of a research project examining consumer percptions of the LDS church's marketing efforts. 

Length: 14 minutes.
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