Week 6 Flashcards
What is ZMET
A research tool designed to understand what drives consumer thinking/behaviour
What are the 6 theories of ZMET
- thoughts are images, not words
- most communication is non-verbal
- metaphors evoke hidden knowledge
- emotion and reason are equal in decision making
- thoughts and emotions are subconscious
- mental models guide processing of info
what are the 10 steps to ZMET
- Storytelling
- missed images
- sorting task
- construct elicitation
- most representative image
- opposite image
- sensory images
- the mental map
- the summary image
- the vignette
SMSCMOSTTT
what is storytelling?
Provides participants an opportunity to tell their stories.
What are missed images?
where the interviewer asks the participant to explain any thing she couldn’t find an image for and describe how that image would look
What is the step of “construct elicitation?”
three constructs:
- identity
- sociality
- curiosity
what is the “most representative image” step?
where the stimuli shows the most popular or the best way to experience a product “ie coffee - to drink it slowly and enjoy”
What is the “opposite image” step?
where the participant imagines the opposite to the most representative image. ie a business man drinking coffee quickly.
what does the “sensory step” involve?
tasting the good coffee in her mouth and experiencing it thorough her imagination (using the 5 senses)
what does “the mental map” step involve?
the participant creating a mental map of how the product relates to them, their social life and their cultural experiences
What does “the summary image” involve?
the participant collating their views on the product and how they identify with it
what does the vignette step involve?
participant concludes a breif summarising sentence about the product
how do companies use ZMET data? 3 ways
- in communicating products (advertising)
- use important constructs in positioning existing products/creating new ones
- to understand the relationship between consensus maps and marketing stimulus
What is BVEP? (Brand Visual Elicitation Platform)
a software for consumers to create picture collages for brands
How do companies benefit from BVEP?
understand the relationship between which parts of the brand are associated with what images (good or bad).
from this they can understand which images and visual representation to use to relate to consumers personally.
