ZMET CASE STUDY

These frames can be used in a marketing context to help marketers communicate more effectively to consumers about a brand, product, or topic. Unconscious thought — thinking outcomes of which we are unaware or vaguely aware and struggle to articulate, mental activity outside conscious awareness. To find out more, including how to control cookies, see here: Sometimes the respondent remembers milk when she imagines about dove soap due to the colour. The above image also defines the mother daughter bond or relationship and how the mother influences the way the daughter thinks.

Like Liked by 1 person. This represents the image that represents the product the most. This shows the confidence in the respondent about the use of the product i. Leave a Reply Cancel reply Enter your comment here Jerry Zaltman began thinking about the power of using imagery in research while in Nepal in This site uses cookies.

The image and the reason is as follows. Milkwhite, cream, butter are the thoughts when the respondent is asked to imagine about dove soap.

zmet case study

A set of pictures are shown to the respondent In this case a female aged between 25 — 30 years and the responses are noted. Satisfaction is the 1 st word that the respondent said when asked about the missing image. This shows the confidence in the respondent about the use of the product i. January 18, at Humans think in images, not words.

For the respondent the ageless picture and the baby picture are similar as being ageless or defying age will be like having a skin like a baby i. January 26, at 6: This image comes into the mind of the respondent as the material appears smooth and soft as the silk cloth represented in the image.

  DISSERTATION SUR LE RAPPORT DE BRODECK

Self belief, confidence and success. The ads that the respondent sees reinforces this concept that dove is made up of milk which might not be actually true in the first place. The pictures that participants collect are important non-literal devices for uncovering deeply held, often unconscious, thoughts and feelings.

Dove brand – ZMET Analysis – The Free Mind Confluence

Use of metaphor helps uncover the importance of non-visual sensory images Reduces problem of consistency Pays attention to cognitive and emotional sides of the brain The brand taken for the ZMET test is dove soap.

But these 2 according to the respondent is not similar to the success picture. This represents the image that represents the product the most. By this we can say that the respondent or consumers as a whole will get the confidence that they can use any other product of dove as they have this feeling that using dove will lead them to success.

Leave a Reply Cancel reply Enter your comment here The imagery revealed ideas that would have been difficult to put into words. Like Liked by 1 person.

zmet case study

This means dove moisturises the skin when compared to other soaps and keeps the skin from drying and breaking during all the seasons. According to the respondent the above picture represents the skin of persons using an ordinary soap and skin of people who use dove soap.

  CARREFOUR THESIS ERGASIAS

Zaltman cites prominent researchers like Steven Pinker and Antonio Damasio to support his claim that humans think in images — often in the form of visual images — rather than in words. This picture emotionally targets mothers to give their daughter the best of what is available.

zmet case study

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ZMET Case Study, Cisco

By continuing to use this website, you agree to their use. Fill in your details below or click an icon to log in: This is also highlights purity of the soap and its association to milk. These frames can be used in a marketing context to help marketers communicate more effectively to consumers about a brand, product, or topic.

The above image also defines the mother daughter bond or relationship and how the mother influences the way the daughter thinks.

Dove brand – ZMET Analysis

There are lots of childhood memories of the respondent associated with the product and hence the above picture was provided. This stuyd hence talks about mother-daughter relationship. Research study participants are usually asked to collect a set of pictures that represent their thoughts and feelings about the topic of interest. January 22, at 3: The brand taken for the ZMET test is dove soap.

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