ZMET - NESCAFE

Group:
Prashant S Ojha
Raveen Rachit
Bhudev Sahoo
Renjith P M
Apurva Srivastava
Ankuj Mishra
Zaltman Metaphor Elicitation Technique or ZMET

• Zaltman Metaphor Elicitation Technique or ZMET, was

developed by Harvard Business School professor Gerald
Zaltman. A ZMET interview aims to discover how individuals
and groups react to the materialistic and metaphorical world on
a practical and more philosophical, existential level. This
information can make marketing programs more meaningful and
effective. A ZMET interview should last approximately two
hours. The interviews focus mainly on the subjects' visual
perceptions and how these relate to their emotional states and
interpretations coming from the other senses
Procedure Followed:

• A total of 12 participants
• A set of instructions and guidelines about the research topic:
Nescafe
• Instructed to collect photographs /pictures from magazines, books,
newspapers or other sources that indicate what the topic means to
them.
• A personal interview is scheduled approximately seven to ten days
hence.
• The personal interview involves a guided conversation.
 Steps:
• Story Telling

• Missing Pictures

• Sorting Task

• Metaphor Probe / Expand the Frame / Construct elicitation

Including:

Which image represents the brand Nescafe?

Which is not Nescafe?

• Sensory (Non-Visual) Metaphors

• The mental map

• The Summary image

• The Vignette
 MENTAL MAP – NON USER 1

FRIENDS
Quality time with FAMILY
Wake up BELOVED
Drink

• Corporate people Together Repulsive

• College student ness

Freshness Bitter/Strong Increase

Taste Concentration

Having a cup of Coffee

 MENTAL MAP – NON USER 2 - SANTOSH

Quality time
Meeting with friends and
new people colleagues

Helps in studies
Morning
Office drink
drink Sense of
belonging
Ice
Helps in work
breaker Keeps
you
awake Loosing
Refreshin
g Aroma sleep

Over
Caffein
Having a cup of Coffee excitement
e
because of
overdose
 MENTAL MAP – NON USER 3 - VIKAS

Fun time with

Travel friends and
Visit to a Aroma Family time
colleagues
coffee shop

Premium Not an energy

feel Socialization drink
Excitement
/
Togetherness
Adrenalin Not a healthy
+ve energy drink
e rush
Health

Morning Loosing
Freshness
drink sleep

Caffeine Loosing
Having a cup of Coffee addiction peace of
mind
 MENTAL MAP – NON USER 4 - SAMBIT
Very Bitter
Relaxing and
Resting

Royal
Premium Time with
Status Taste friends and
Get family
Together
Prefer tea
Addiction
Smells very
Aroma strong
Anytime Freshness

Non User of Nescafe

 MENTAL MAP – NON USER 4 - Pragya
Stress
reliever Feel
after hectic Very Bitter
Relaxing and good During
day Resting Factor Exams
Helping to
Royal and
stay awake
Special
at night Time with
Premium
Status Taste friends and
Get family
Together
Prefer tea
Addiction Smells very
strong
Aroma
Caffeine
Freshness
Boost
Ambience Cafeteria

Non User of Nescafe

NESCAFE USERS
 MENTAL MAP – USER 1 - RUPAK
With
friends

Get
Addiction together Refreshing
to coffee
Strong Stress
Freshness Reliever

Taste
Bitter Preparation Easy to
make

Smell Status
Aroma symbol

Having a Cup of Nescafe

 MENTAL MAP – USER 1 – SANTOSH MISHRA
Happy With
Cafeteria feel good friends
factor
Get
Caffeine
Ambience together
Boost

Strong Stress Reliever after

Freshness class or office

Taste
Hard Preparation Easy to
make

Hard and Aroma Social

Strong Status

Having a Cup of Nescafe

MENTAL MAP – USER 2 - SAGARIKA
Sense of
togetherness
Strong

Energy Public Places

Booster
Flavour Ambience

Get
Bitter together
Taste Social
Acceptance

Almost
Addiction every place
Availability

Having a Cup of Nescafe