ZMET Visionary Thinking is a qualitative research technique which uses images and metaphors to reveal how consumers think and feel about brands, issues or other research topics.  "You get answers to questions that you never thought to ask. I can’t imagine that from a survey". Wini Shaeffer, Motorola

ZMET (Zaltman Metaphor Elicitation Technique ) is a patented research tool based on the latest research in the social and biological sciences. BDRC is licensed exclusively to use ZMET in the UK (licenced by Olson Zaltman Associates, USA)

Why you should use ZMET
ZMET tells you what consumers/respondents don’t know they know.

ZMET digs deeper than traditional methods to uncover "hidden knowledge" - the underlying beliefs and feelings that influence the behaviour of consumers and other stakeholders. Ninety-five percent of all thought is subconscious and ZMET is uniquely designed to elicit rich data from this realm of knowledge.

ZMET has been already been used extensively to position and develop brands. Proctor & Gamble liked it so much they took out their own licence. It has also been used in pharmaceutical research where it is particularly good at getting patients to describe fully the symptoms of their condition and the benefits they receive from medication.
 
At BDRC we have used ZMET in such diverse ways as getting into the mindset of 'white man van', unpacking the components of emotional brand loyalty in the mobile telecoms sector and understanding the views of keen amateur chefs regarding the cookware they use.
 
ZMET works for any situation where the first line response from people is generally some form of post rationalisation of what they really think – for example, a consumer might give sound rational reasons for buying a particular product or brand, whereas the real story might have more to do with their emotional response to the product or brand.

We think up new ways in which ZMET could be applied every day…….and so do our clients!

To learn more, please contact Richard Smith Tony Wornell or Roger Donbavand at BDRC on 020 7400 1000, or e-mail richard.smith@bdrc.co.uk