Participants find ZMET interviews to be challenging, intense and rewarding. They are asked to explain their thoughts and feelings about the research topic, using the pictures as visual cues. Interviewers explore whatever metaphors are elicited and probe -- but don't prompt -- for deeper meanings.

Using techniques adapted from psychotherapy, cognitive neuroscience, psychology, and sociology, interviewers take participants through a series of exercises designed to reveal the fundamental feelings and beliefs that drive their actions.

At the conclusion of the interview, a member of staff trained in digital imagery helps participants to create a single collage-like computer image that summarizes their thoughts and feelings about the subject.

When the complete set of interviews has been transcribed, the BDRC team analyses the data. Reporting then consists of a presentation followed by a discussion between BDRC and the client as to the meaning and strategic implications of the data for their business.

Depending on the depth of analysis, the length of a ZMET project ranges from 2 to 8 weeks from the date of the last interview to delivery of the final report.