The Zaltman Metaphor Elicitation Technique (ZMET) provides a robust framework for understanding the deep-seated thoughts and emotions of consumers. This innovative approach transcends traditional market research methodsby utilizing metaphors and visual stimuli to tap into the subconscious mind, revealing motivations and attitudes that conventional surveys and focus groups often miss. Developed by Harvard Business School professor Gerald Zaltman, ZMET merges insights from neuroscience, psychology
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