ZMET® – Zaltman Metaphor Elicitation Technique
Patented technique developed by Professor Gerald Zaltman at Harvard Business School
TMRC Mind Research Division has exclusive ZMET® rights for Greater China and other selected markets in SE Asia.
Why ZMET® is globally recognized as the most effective method for uncovering consumer's most relevant perceptions and motivations:
Consumers' are not able to identify or explain the subconscious drivers and barriers to their own behavior. ZMET® shines a light into the consumers' subconscious through psychological techniques and provides mental maps created by our proprietary software. Our professionally ZMET® trained analysts identify the unique strategic paths of meaning and emotion that will catalyze the successful growth of your brand.
Key Value:
To understand the WHY behind consumer behavior, create your marketing strategies around the key elements that drive consumer behavior, and thus "engineer" the minds of the consumer!
ZMET® is unrivalled in unearthing powerful Consumer Insights that are of particular relevance to the following specific applications:
• Communication / Creative Development
• Positioning Development and Optimization / Re-positioning
• Brand Image / Equity Research
• Needs Research
• Innovation & NPD
 Normal consumer understanding only help us to get the facts, which is the surface of the iceberg. TMRC's ZMET really get into the true insights deep down in consumer's mind, get into their real feelings which normally they could not articulate. We've been using ZMET successfully launch new brands and re-launch brands into the China market. As a client, I could not find something better than ZMET so far for insight mining.
—Joanna Wang, Vice President, Unilever (China)
In our first-year launch, we made $230 million in sales. Based on our test market, we were expecting to make half of that. From our perspective, ZMET enabled us to double our sales volume.
—Drake Stimson, Procter & Gamble
Zaltman's (ZMET®) in marketing innovation is the most significant to come along in some time.
—Robert Scalea, Chief Strategy Officer, JWT, North America
ZMET® is used by Fortune 500 companies around the world to explore the consumer's unconscious sets of emotional meanings and "space" about any concept or experience.
Please contact us for a ZMET® presentation and specific introductory materials!
TMRC Mind Research Division
(holds exclusive ZMET® rights for Greater China and other SE Asian markets)
Tel: +86-21-62183377 (main)
Shirley Hao: Extension 2222
Guo Xiao-Rong: Extension 2258
Holger E. Metzger: Extension 2211
research@tmrcresearch.com
In addition, we recommend you visit Olson Zaltman Associates' Website:
www.olsonzaltman.com
OZA, owner of the ZMET® patent, is run by Professor Zaltman and Professor Jerry Olson, offering ZMET® research services in the USA and other regions.
 We also recommend you read Professor Zaltman's book (please refer to our book reading list in the "What's Hot" section of this website!):
BERRY AWARD NOMINEE – How Customers Think was nominated for "Most Important Book of the Year" by the American Marketing Association (AMA) in 2005
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